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Brand Placement in Television Shows: Exploring the Role of Program-Induced Moods

  • Rathmann P
  • Leischnig A
  • Enke M
Gabler Verlag, (2012), 261-272
DOI: 10.1007/978-3-8349-4291-3_20
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Rathmann, P., Leischnig, A., & Enke, M. (2012). Brand Placement in Television Shows: Exploring the Role of Program-Induced Moods. In Advances in Advertising Research (Vol. III) (pp. 261–272). Gabler Verlag. https://doi.org/10.1007/978-3-8349-4291-3_20

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