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Placement de marque interactif et image de marque : le cas des concerts.

Abstract : Product placement, traditionally studied in films can become interactive in music concerts thanks to the co-production of the consumption experience between the artist and the public. The effects of product placement can be quantified with the brand memorization or attitude after exposition. This article takes into account the brand image. Thus, a high implication of both the artist and the public leads globally to better results concerning the brand associations.
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Submitted on : Sunday, April 22, 2012 - 7:13:04 PM
Last modification on : Thursday, November 26, 2020 - 12:40:02 PM
Long-term archiving on: : Monday, July 23, 2012 - 2:20:33 AM


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  • HAL Id : halshs-00685324, version 1



Laurene Fayolle, Sonia Capelli, William Sabadie. Placement de marque interactif et image de marque : le cas des concerts.. XXVIIIème congrès international de l'Association Française du Marketing, May 2012, Brest, France. ⟨halshs-00685324⟩



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