Leseprobe
Table of Content
1. Introduction
2. Literature Review
3. Conceptual Framework
3.1 Placement Modality
3.1.1 Implicit Recall
3.1.2 Brand Image
3.2 Perceived Congruence
3.3 Prior Notifications
4. Research Design
4.1 Preliminary Study
4.1.1 Methodology
4.1.2 Data Analysis
4.2 Main Study
5. Data Analysis
4.1 Results
4.1.1 Reliability, Validity, Assumptions and Preliminary Calculations
4.1.2 Main Findings
4.1.2.1 Implicit Recall
4.1.2.2 Brand Image
6. Implications
6.1 Theoretical Implications
6.2 Managerial Implications
7. Limitations and Directions for Further Research
8. Summary
References
Appendix
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- Hendrik Arnold (Autor:in), 2013, Product Placement Effectiveness. Implicit Recall and Brand Image at the Level of Modality, München, GRIN Verlag, https://www.grin.com/document/209464
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