INFLUENCE OF BRAND EQUITY AND MOVIELIKING IN OVERRIDING IMPACT OF MISLEADING BRAND PLACEMENT TOWARD BRAND ATTITUDE

INFLUENCE OF BRAND EQUITY AND MOVIELIKING IN OVERRIDING IMPACT OF MISLEADING BRAND PLACEMENT TOWARD BRAND ATTITUDE

The starting point of this study is the phenomenon termed misleading brand placement, a con- dition found where the brand placement in a movie depict the brand in a time where the brand has not yet exist, providing the brand an older age. As the brand used in the brand placement is a brand with high...

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Bibliographic Details
Main Authors: Adi Zakaria Afiff, Westi Noria Furi, Denyza Wahyuadi Mertoprawiro
Format: Article
Language:English
Published: Universitas Indonesia 2014-04-01
Series:South East Asian Journal of Management
Subjects:
Brand/Product Placement
Brand Equity
Movie Liking
marketing ethics
Brand Attitude
Online Access:http://journal.ui.ac.id/index.php/tseajm/article/viewFile/3102/2433

Internet

http://journal.ui.ac.id/index.php/tseajm/article/viewFile/3102/2433

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