The effectiveness of brand placements: A meta-analytic synthesis
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DOI: 10.1016/j.ijresmar.2021.01.003
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- Kirk Kristofferson & Lea Dunn, 2023. "The brand that wasn’t there: The impact of brand displacement on viewer engagement and brand attitude," Journal of the Academy of Marketing Science, Springer, vol. 51(3), pages 716-745, May.
- Ghosh, Tathagata & Sreejesh, S. & Dwivedi, Yogesh K., 2022. "Brand logos versus brand names: A comparison of the memory effects of textual and pictorial brand elements placed in computer games," Journal of Business Research, Elsevier, vol. 147(C), pages 222-235.
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Keywords
Product placement; Brand placement memory; Brand salience; Attitude; Intention; Meta-analysis;All these keywords.
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