Entertainment marketing and experiential consumption
C Hackley, R Tiwsakul - Journal of marketing communications, 2006 - Taylor & Francis
The placement of brand references within mainstream entertainment (called here
'entertainment marketing') is a rapidly evolving marketing communications field in its scale …
'entertainment marketing') is a rapidly evolving marketing communications field in its scale …
Explicit, non-integrated product placement in British television programmes
The rapid increase in the volume and variety of product placement approaches has
outpaced research in the field. There is a marked shortage of studies that address particular …
outpaced research in the field. There is a marked shortage of studies that address particular …
[PDF][PDF] Consumer responses to brands placed in Youtube movies: the effect of prominence and celebrity endorser expertise
Y Verhellen, N Dens… - Journal of electronic …, 2013 - repository.uantwerpen.be
Despite the vast growth of web 2.0., academic research has not kept pace with the
development of advertising techniques for user-generated content. The present study is, to …
development of advertising techniques for user-generated content. The present study is, to …
Advertising to the beat: An analysis of brand placements in hip-hop music videos
JN Burkhalter, CG Thornton - Journal of marketing communications, 2014 - Taylor & Francis
Hip-hop is a multi-billion-dollar industry influencing everything from fashion to advertising.
The current study documents the overwhelming presence of brands in hip-hop music videos …
The current study documents the overwhelming presence of brands in hip-hop music videos …
How brands appear in children's movies. A systematic content analysis of the past 25 Years
Based on a theoretical framework of product placement characteristics, we present the most
comprehensive content analysis of children's movies to date. We analyzed the integration of …
comprehensive content analysis of children's movies to date. We analyzed the integration of …
Processing of product placements and brand persuasiveness
Purpose This research contributes to literature on marketing communication by exploring the
roles of depth of processing and the dispositional factor, need for cognition (NFC), on …
roles of depth of processing and the dispositional factor, need for cognition (NFC), on …
Virtual product placement as a new approach to measure effectiveness of placements
J McDonnell, J Drennan - Journal of Promotion Management, 2010 - Taylor & Francis
Product placement is a fast growing multi-billion dollar industry, yet measures of its
effectiveness, which influence the critical area of pricing, have been problematic. Past …
effectiveness, which influence the critical area of pricing, have been problematic. Past …
Young adults' perceptions of product placement in films: An exploratory comparison between the United Kingdom and Hong Kong
Even though young adults are a major audience of films and the main target group for
product placement, very few studies explore how youngsters across cultures perceive and …
product placement, very few studies explore how youngsters across cultures perceive and …
Impact of TV dramas on consumers' travel, shopping and purchase intentions
Countries are increasingly competing with each other to attract tourists. However, little is
known about how consumers' tourism‐related behaviors respond to country image …
known about how consumers' tourism‐related behaviors respond to country image …
How to stop binge drinking and speeding motorists: Effects of relational‐interdependent self‐construal and self‐referencing on attitudes toward social marketing
How can marketers stop speeding motorists and binge drinking? Two experiments show that
the beliefs consumers have about the degree to which they define themselves in terms of …
the beliefs consumers have about the degree to which they define themselves in terms of …