Bling-bling brand placements : measuring the effectiveness of brand mentions in hip-hop music
This dissertation contributes to the body of literature on consumer behavior and marketing communication by exploring how brand mentions in music influence memory, attitudes, and purchase intentions. Even though the definitions of product placement have expanded to include a variety of media, there...
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| Format: | Others |
| Language: | English |
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2012
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| Online Access: | http://hdl.handle.net/2152/17959 |