Similar Search Results

Product placement in movies: questioning the effectiveness according to the spectator's viewing conditions

Bressoud, Etienne; Lehu, Jean-Marc - HAL - 2008

While adding to the academic knowledge about product placement, this exploratory research comforts the advertisers in their communication choice for the technique. It focuses on the efficiency as a result of a relationship between a spectator and a movie (before, during and after viewing the...

Persistent link: https://www.econbiz.de/10008790860

Integrating placement and audience characteristics to assess the recall of product placements in film: findings from a field study

Bressoud, Etienne; Lehu, Jean-Marc; Russell, Cristel Antonia - HAL - 2008

This research incorporates into a single model characteristics of product placements in films and characteristics of the consumers and their viewing environment to assess the memorability of the placements. Eleven movies containing a total of 98 placements of varied characteristics were coded....

Persistent link: https://www.econbiz.de/10008791024

Viewers and brand placement in movies: new insights about viewers contribute to better understand the effectiveness of the technique

Lehu, Jean-Marc; Bressoud, Etienne - HAL - 2007

Several studies have shown the potential of product placement use. Since traditional media have become saturated, this communication technique benefits from growing interest. Consequently, product and/or brand placements have mushroomed, especially in Hollywood movies, but not always with the...

Persistent link: https://www.econbiz.de/10008792527

The product placement efficiency as a result of a relationship between a spectator and a movie

Bressoud, Etienne; Lehu, Jean-Marc - HAL - 2007

Persistent link: https://www.econbiz.de/10008793133

The second life of a product placement in movies: the DVD

Bressoud, Etienne; Lehu, Jean-Marc - HAL - 2007

Product placement in movies seems to develop at the same pace than media fragmentation expands. Many studies have shown the potential of its impact according to the placement modalities. Rather than focusing on the way the placement is made, this exploratory research offers new insights about...

Persistent link: https://www.econbiz.de/10008793235

Educational Quality, Communities, and Public School Choice: a Theoretical Analysis

Mostafa, Tarek; Hanchane, Saïd - HAL - 2007

In this paper, we develop a multicommunity model where public mixed finance and private schools coexist. Students are …

Persistent link: https://www.econbiz.de/10010618151

The role of family incomes in cigarette smoking: Evidence from French students

Lakhdar, Christian Ben; Cauchie, Grégoire; Vaillant, … - HAL - 2012

In this paper, we study the smoking behavior of students aged from 18 to 25 using four cross-section data sets … students, only wages earned and transfers received from parents increase smoking participation. However, sensitivity to income … remains weak since a rise of 1% in income of either the students or their parents leads to an increase in smoking prevalence …

Persistent link: https://www.econbiz.de/10010548005

The impact of higher education on students' and young managers' perception of companies and corporate social responsibility: an exploratory analysis

Sobczak, André; Debucquet, Gervaise; Havard, Christelle - HAL - 2006

The purpose of this article is to analyse the impact of higher education on students' and young managers' perception of … companies and corporate social responsibility (CSR). The research is based on an electronic questionnaire for students and …

Persistent link: https://www.econbiz.de/10010820886

How well does brand personality predict brand choice ?

Ambroise, Laure; Ferrandi, Jean-Marc; Merunka, Diwght; … - HAL - 2004

The research proposes a methodology allowing both the construction of a brand personality scale and the test of the ability of the scale to predict brand choice. A brand personality scale is developed and tested via exploratory and confirmatory analyses. A brand personality structure composed of...

Persistent link: https://www.econbiz.de/10008788845

The coming out of the "new consumer"

Batat, Wided - HAL - 2011

The postmodern paradigm based on a cultural and a symbolic perspective in marketing and consumer behaviour research emerges from the criticism of the utilitarian logic that has prevailed in the research community in marketing and led researchers to view the consumer as an individual essentially...

Persistent link: https://www.econbiz.de/10009132769