Southville International School and Colleges

Normal view MARC view ISBD view

Karniouchina, Ekaterina..

Do marketing media have life cycles? the case of product placement in movies / Ekaterina Karniouchina ... [et al.]. - c2011. - 75 : 3, page 27 - Journal of Marketing .



Subjects--Topical Terms:
Cumulative abnormal returns.
Event study.
Habituation-tedium theory.
Hierarchical linear modeling.
Marketing media life cycles.
Movies.
Product placement.