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Practitioners' Evolving Views on Product Placement Effectiveness

Author

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  • KARRH, JAMES A.
  • McKEE, KATHY BRITTAIN
  • PARDUN, CAROL J.

Abstract

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Suggested Citation

  • KARRH, JAMES A. & McKEE, KATHY BRITTAIN & PARDUN, CAROL J., 2003. "Practitioners' Evolving Views on Product Placement Effectiveness," Journal of Advertising Research, Cambridge University Press, vol. 43(02), pages 138-149, June.
  • Handle: RePEc:cup:jadres:v:43:y:2003:i:02:p:138-149_03
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    Citations

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    Cited by:

    1. Thomas, Sunil & Kohli, Chiranjeev S., 2011. "Can brand image move upwards after Sideways? A strategic approach to brand placements," Business Horizons, Elsevier, vol. 54(1), pages 41-49, January.
    2. Etienne Bressoud & Jean-Marc Lehu, 2007. "The second life of a product placement in movies: the DVD," Post-Print halshs-00305729, HAL.
    3. Thomas, Sunil & Kohli, Chiranjeev S., 2011. "Can brand image move upwards after Sideways? A strategic approach to brand placements," Business Horizons, Elsevier, vol. 54(1), pages 41-49.
    4. Jean-Marc Lehu & Etienne Bressoud, 2007. "Viewers and brand placement in movies: new insights about viewers contribute to better understand the effectiveness of the technique," Post-Print halshs-00305723, HAL.
    5. repec:eee:touman:v:32:y:2011:i:4:p:805-814 is not listed on IDEAS
    6. Etienne Bressoud & Jean-Marc Lehu, 2007. "The product placement efficiency as a result of a relationship between a spectator and a movie," Post-Print halshs-00305718, HAL.
    7. Lehu, Jean-Marc & Bressoud, Etienne, 2008. "Effectiveness of brand placement: New insights about viewers," Journal of Business Research, Elsevier, vol. 61(10), pages 1083-1090, October.
    8. Etienne Bressoud & Jean-Marc Lehu & Cristel Antonia Russell, 2008. "Integrating placement and audience characteristics to assess the recall of product placements in film: findings from a field study," Post-Print halshs-00303731, HAL.
    9. Davtyan, Davit & Cunningham, Isabella, 2017. "An investigation of brand placement effects on brand attitudes and purchase intentions: Brand placements versus TV commercials," Journal of Business Research, Elsevier, vol. 70(C), pages 160-167.
    10. Etienne Bressoud & Jean-Marc Lehu, 2008. "Product placement in movies: questioning the effectiveness according to the spectator's viewing conditions," Post-Print halshs-00303667, HAL.
    11. repec:kap:jbuset:v:147:y:2018:i:3:d:10.1007_s10551-015-2955-z is not listed on IDEAS

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