Branded content is described as a fusion of advertising and entertainment into one
marketing communications product that is integrated into an organisation's overall brand …

Since traditional media have become saturated, the technique of product placement has
been attracting growing interest. This research explores new insights concerning viewers' …

Research on product placement, the integration of brands/products within entertainment
content, has flourished over the past three decades, culminating in several review articles …

El product placement (la técnica publicitaria consistente en emplazar marcas dentro de
películas, teleseries y otros medios) ha crecido enormemente en las últimas décadas y …

Product placement refers to the planned and paid insertion of a branded product within a
film or any other media that is capable of influencing the attitudes and the beliefs of the …

Purpose–The aim of this paper is to examine the perceptions of Australian product
placement decision makers and to compare them to those of their US counterparts, as …

The risky decision about which movies to use as promotional vehicles must be made without
assistance from either readily available data held by the industry or systematic criteria …

This edited textbook brings together broad and cutting-edge coverage of the core areas in
media psychology for undergraduate, introductory-level students. Covering persuasion and …

Since the 1990's, USA fast food chains, such as McDonald's, KFC, Burger King, and Pizza
Hut have expanded rapidly in developing countries (Christian and Gereffi, 2018), where the …

Previous literature has inadequately facilitated the systematic selection of motion pictures for
promotional actions. By contrast, in the present illustrative application, single-source data on …