Purpose–The purpose of this paper is to contribute to the marketing literature by developing
and testing a conceptual model to examine the effects of product placement across a country …

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 …

Product placement is regarded as a strategic advertising tool for promoting commercial
content in the broadcasting industry to promote sales or brand recognition via audiovisual …

Consumer and marketing research has long been a central focus in academic development
and market practices due to the need to understand changing consumption behavior and …

The purpose of this paper is to explore the influence of audience characteristics (who
engage with the media content and characters) on brand placement memory. A theoretical …

Purpose Advertising clutter has fueled the rise of nontraditional advertising methods. The
current study, conducted in India, adopted the consumer socialization framework to assess …

Purpose The purpose of this study contributes to literature on marketing communications by
empirically contrasting the effectiveness of a new form of covert promotions (product …

The purpose of the paper is to examine the role of audience movie-viewing motives in
influencing brand placement value and thereby attitude towards brand placement. For this …

Today, the majority of advertisements are digital, and the use of product placement is
becoming an important tool for marketers. The use of this tool in the media, especially in …

Product placement research tends to show how product placements impact consumer
behavior but less research examines the nature of product placement execution. This is the …