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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

Leveraged marketing communications : a framework for explaining the effects of secondary brand assoctions

Bergvist, Lars; Taylor, Charles Raymond - In: AMS review : official publication of the Academy of … 6 (2016) 3/4, pp. 157-175

Persistent link: https://www.econbiz.de/10011627993

Young consumer-brand relationship building potential using digital marketing

Confos, Nicolla; Davis, Teresa - In: European journal of marketing : EJM 50 (2016) 11, pp. 1993-2017

Persistent link: https://www.econbiz.de/10011641452

Product placement 2.0 : "do brands need influencers, or do influencers need brands?"

Jin, S. Venus; Muqaddam, Aziz - In: The journal of brand management : an international journal 26 (2019) 5, pp. 522-537

Persistent link: https://www.econbiz.de/10012060158

Meme marketing effectiveness : a moderated-mediation model

Razzaq, Ali; Shao, Wei; Quach, Sara - In: Journal of retailing and consumer services 78 (2024), pp. 1-25

Underpinned by brand placement literature, associative network theory, and narrative transportation theory, this research examines how meme marketing types (brand prominent and brand subtle) create immersive consumer experiences through narrative transportation and the moderating effects of...

Persistent link: https://www.econbiz.de/10015084692

Effects of in-game virtual direct experience (VDE) on reactions to real-world brands

Dardis, Frank E.; Schmierbach, Mike; Ahern, Lee; … - In: Journal of promotion management : JPM 21 (2015) 3, pp. 313-334

Persistent link: https://www.econbiz.de/10011305231

Effectiveness of in-game advertisements within role-playing games

Guerra, Luis; Saxena, Deepak - In: International journal of electronic marketing and … 13 (2022) 3, pp. 280-299

Persistent link: https://www.econbiz.de/10014309738

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

Anthropomorphism in advertising : the effect of media on audience attitude

Agrawal, Shivani; Khandelwal, Utkal; Bajpai, Naval - In: Journal of marketing communications 27 (2021) 8, pp. 799-815

Persistent link: https://www.econbiz.de/10012697000

The impact of brand communication on brand equity through Facebook

Schivinski, Bruno; Dąbrowski, Dariusz - In: Journal of research in interactive marketing : … 9 (2015) 1, pp. 31-53

Persistent link: https://www.econbiz.de/10011297938