Article ISI SCOPUS
DRUG AND ALCOHOL REVIEW  (2018)

To brand or not to brand a product placement? Evidence from a field study of two influence mechanisms of positive portrayals of alcohol in film

Redondo, I; Russell, CA; Bernal J.

Keywords: persuasion, Product placement, alcohol marketing, movie influence, narrative transportation

Más información

Título según WOS: To brand or not to brand a product placement? Evidence from a field study of two influence mechanisms of positive portrayals of alcohol in film
Título según SCOPUS: To brand or not to brand a product placement? Evidence from a field study of two influence mechanisms of positive portrayals of alcohol in film
Título de la Revista: DRUG AND ALCOHOL REVIEW
Volumen: 37
Editorial: Wiley
Fecha de publicación: 2018
Página de inicio: S366
Página final: S374
Idioma: English
DOI:

10.1111/dar.12671
Notas: ISI, SCOPUS