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Good guy vs. bad guy : the influence of parasocial interactions with media characters on brand placement effects
Knoll, Johannes; Schramm, Holger; Schallhorn, Christiana; … - In: International journal of advertising : the quarterly … 34 (2015) 5, pp. 720-743
Persistent link: https://www.econbiz.de/10011547760
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Promoting brands through product placement in successful and unsuccessful films in emerging markets
Srivastava, R. K. - In: Journal of promotion management : JPM 22 (2016) 3, pp. 281-300
Persistent link: https://www.econbiz.de/10011532956
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Product placement by global brands as an alternative strategy : is it worth in emerging market?
Srivastava, Rajesh K. - In: Journal of strategic marketing 23 (2015) 2, pp. 141-156
Persistent link: https://www.econbiz.de/10011305971
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Product placement as leveraged marketing communications : the role of wishful identification, brand trust, and brand buying behaviours
Shoenberger, Heather; Kim, Eunjin - In: International journal of advertising : the review of … 38 (2019) 1, pp. 50-66
Persistent link: https://www.econbiz.de/10012200200
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Do low involved brands have better consumer perception due to product placement in emerging markets?
Srivastava, R. K. - In: Journal of marketing communications 24 (2018) 4, pp. 360-374
Persistent link: https://www.econbiz.de/10011880777
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Product placement versus traditional TV commercials : new insights on their impacts on brand recall and purchase intention
Gamage, Dulanjana; Jayasuriya, Nisha; Rathnayake, Nilmini; … - In: Journal of Asia Business Studies 17 (2023) 6, pp. 1110-1124
Persistent link: https://www.econbiz.de/10014432793
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The relationship between product placement and shopping intentions on Instagram
Suková, Lenka; Míková, Ladislava - In: Achieving Business Competitiveness in a Digital …, (pp. 177-206). 2022
Persistent link: https://www.econbiz.de/10013343574
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Measuring the impact of product placement on children using digital brand integration
Hudson, Simon; Elliott, Charlene - In: Journal of food products marketing 19 (2013) 3, pp. 176-200
Persistent link: https://www.econbiz.de/10009782048
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Synergy or interference : the effect of product placement on commercial break audience decline
Schweidel, David A.; Foutz, Natasha Zhang; Tanner, Robin J. - In: Marketing science : the marketing journal of the … 33 (2014) 6, pp. 763-780
Persistent link: https://www.econbiz.de/10010468394
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When fiction becomes fact : effect of reverse product placement on consumer attitudes
Patwardhan, Hemant; Patwardhan, Padmini - In: Journal of promotion management : JPM 22 (2016) 3, pp. 349-369
Persistent link: https://www.econbiz.de/10011532975