This article provides a comprehensive and systematic review of the product placement
literature in order to map the thematic development of product placement research, help …

The growth of the film industry has opened a new gateway of opportunities for marketers to
force their product in the films in the form of product placement. The viewers in the flow of …

Introduction Social media enable advertisers to promote products by placing ads into videos
posted by social media influencers. However, according to psychological reactance theory …

The increase in beverage production and consumption has received significant attention in
environmental sustainability especially in terms of carbon emission. However, there has …

Brand placements are gradually becoming an important part of promotional toolkit of many
major companies. However, despite the increasing volume of research on brand placements …

Product placement is regarded as a covert advertising strategy because viewers are often
unaware of the persuasion attempt when they are exposed to product placement due to the …

Purpose The purpose of this paper is to provide a theoretical and empirical comparison of
four major national cultural value models for perceived corporate reputation (CR) of …

Despite frequent calls for research from policy makers and scholars, the effect of the prior
disclosure of product placement has yet to be confirmed. A preliminary analysis of eight …

Este artículo presenta un Modelo Sistémico de Administración de Marcas basado en las
aportaciones de la literatura conceptual y empírica. El objetivo es analizar las aportaciones …

Purpose This study aims to extend the literature on marketing communications by exploring
the effect of placing products in humorous scenes. It aims to ascertain the prevalence of …