Global ETD Search
Search theses and dissertations gathered from participating repositories worldwide. Every result links back to the library that holds it. No account is needed.
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Showing 1 to 2 of 2 for “"Meaning transfer model"”.
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Meaning Transfer in a Cobranding Context: The Role of the Sensory Signature
… cue that can help retrieve and activate brand meanings easily. This thesis argues that as the perceptual experience provided by a sensory signature is powerful enough to distinguish the brand from others, the sensory signature is expected to access brand memory easily and activate a wide array …
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THREE ESSAYS ON MEASURING PRODUCT PLACEMENT EFFECTIVENESS IN MOVIES: ECONOMIC WORTH, FORGETTING AND ATTITUDE TOWARD NEGATIVE PLACEMENTS
… the (-1, +2) event window. Hierarchical linear modeling of the abnormal returns in cross-sectional analysis indicates that placement duration positively impacts the abnormal returns. Placement blatancy was found to negatively affect placements' worth. We did not find any support for the effect …