𝔖 Bobbio Scriptorium
✦   LIBER   ✦

Fortuitous Brand Image Transfer

✍ Scribed by Carrillat, François A.; Harris, Eric G.; Lafferty, Barbara A.

Book ID
118750075
Publisher
M. E. Sharpe Inc.
Year
2010
Tongue
English
Weight
527 KB
Volume
39
Category
Article
ISSN
0091-3367

No coin nor oath required. For personal study only.

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## Abstract A survey as well as an experiment was conducted to study the effects of television brand placement on brand image. The studies showed that the integration of a brand into the editorial content of a program had a significant effect on brand image: As people watched more episodes, the bra