K. Balasubramanian, Siva; Patwardhan, Hemant; Pillai, Deepa - In: Journal of Product & Brand Management 23 (2014) 7, pp. 516-531
Purpose – The purpose of this paper is to propose and test a conceptual framework of attitudinal constructs that influence attitude toward the brand in movie product placements. Advertising literature is replete with studies on factors that influence attitude toward the brand (A b ). However,...
