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Exploring the impact of brand placement repetition on the effectiveness of umbrella branding

Davtyan, Davit; Tashchian, Armen - In: The journal of product & brand management 31 (2022) 7, pp. 1077-1090

Persistent link: https://www.econbiz.de/10013429047

Reader and author attitudes towards brand placement in fiction

R. Avramova, Yana; Pelsmacker, Patrick de; Dens, Nathalie - In: International journal of advertising : the review of … 42 (2023) 5, pp. 835-867

Persistent link: https://www.econbiz.de/10014296428

What do you see and what do you recall? : using eye tracking to understand product placement

Jittima Kongmanon; Phallapa Petison - In: Cogent business & management 9 (2022) 1, pp. 1-22

Since 1982, when one of the most successful product placements appeared in the movie ET, marketers have continued adopting this strategy in various media channels. Among those, research studies indicated that product placements in situation comedies (Sitcoms) are the most effective. This study...

Persistent link: https://www.econbiz.de/10014436286

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

Effects of disclosure, placement type, and ad-context congruence on brand and advertising recognition : an exploration of care model processing

Sun, Shuoya; Evans, Nathaniel J. - In: Journal of current issues and research in advertising 43 (2022) 2, pp. 219-235

Persistent link: https://www.econbiz.de/10013358825

Priming movie product placements : new insights from a cross-national case study

Balasubramanian, Siva Kumar; Gistri, Giacomo - In: International journal of advertising : the review of … 41 (2022) 6, pp. 1064-1094

Persistent link: https://www.econbiz.de/10013362126

Brand placements in video games : how local in-game experiences influence brand attitudes

Ingendahl, Moritz; Vogel, Tobias; Mädche, Alexander; … - In: Psychology & marketing 40 (2023) 2, pp. 274-287

Persistent link: https://www.econbiz.de/10014290543

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

Now you see me : evaluating visual and auditory brand placement disclosures in music videos

Mandolfo, Marco; Di Dalmazi, Michele; Lamberti, Lucio - In: Journal of marketing communications 30 (2024) 5, pp. 553-575

Persistent link: https://www.econbiz.de/10015052727

Let us entertain you : eine empirische Analyse der Erfolgsfaktoren für Branded Entertainment

Huber, Frank; Vogel, Johannes; Lennartz, Wolfgang - 2008

Persistent link: https://www.econbiz.de/10003747597