THE ABILITY OF A BRAND RECALL TO MEDIATE BETWEEN PRODUCT PLACEMENT AND MULTI-ETHNIC MOVIEGOER’S CONSUMER PURCHASE INTENTIONS
Product placement has been a crucial influence for multi-ethnic Malaysian moviegoers in terms of purchase intentions. This research was conceptualised based on the Tripartite Typology of Product Placement by Russel (1998) and the Planned Behaviour Theory (TPB) by Ajzen (1985). This investigation me...
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| Principais autores: | , , |
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| Formato: | Artigo |
| Idioma: | Inglês |
| Publicado: |
UUM Press
2024-01-01
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| Series: | International Journal of Management Studies |
| Assuntos: | |
| Acceso en liña: | https://e-journal.uum.edu.my/index.php/ijms/article/view/14895 |
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