How using versus showing interaction between characters and products boosts product placement effectiveness

Publication: Scientific journal › Journal article › peer-review

Original language	English
Pages (from-to)	633 - 653
Journal	International Journal of Advertising
Volume	32
Issue number	4
Publication status	Published - 1 Dec 2013

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@article{3187939520f64713bb41a0c347d95f7c,

title = "How using versus showing interaction between characters and products boosts product placement effectiveness",

author = "Bernadette Kamleitner and Jyote, {Abul Khair}",

year = "2013",

month = dec,

day = "1",

language = "English",

volume = "32",

pages = "633 -- 653",

journal = "International Journal of Advertising",

issn = "0265-0487",

publisher = "Taylor and Francis Ltd.",

number = "4",

}