Work

Can negative characters in soap operas be positive for product placement?

Year: 2016

Type: article

Source: Journal of Business Research

DOI: 10.1016/j.jbusres.2016.10.010

Authors: José António Dias, José G. Dias, Carmen Lages

Institutions: Iscte – Instituto Universitário de Lisboa, NOVA School of Business and Economics, Universidade Nova de Lisboa

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W2556919480

FWCI: 5.545

Cites: 90

Cited by: 31

Related to: 10