Purpose – The aim of this paper is to develop a measurement scale that encompasses a wide array of product characteristics. In addition, a comprehensive model is developed and tested illustrating the relationship among product characteristics and with adoption. Design/methodology/approach –...

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,...