Autor:	Marlize Terblanche-Smit, Carla Enslin, Marthinus J. C. van Loggerenberg
Rok vydání:	2019
Předmět:	Marketing Branded content Branded entertainment ComputerApplications_GENERAL 0502 economics and business 05 social sciences Exploratory research 050211 marketing Advertising Business Business and International Management ComputingMilieux_MISCELLANEOUS 050203 business & management
Zdroj:	Journal of Marketing Communications. 27:322-342
ISSN:	1466-4445 1352-7266
DOI:	10.1080/13527266.2019.1643395
Popis:	Branded entertainment seemingly holds varied meanings. This is of concern as the discipline is growing in importance as a means to disrupt conventional brand communication practice. One can compare...
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::556e5336d9008c8b173cdafa614e6a42 https://doi.org/10.1080/13527266.2019.1643395 Zobrazit plný text záznamu