Fitting product placements: Affective fit and cognitive fit as determinants of consumer evaluations of placed brands
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DOI: 10.1016/j.jbusres.2017.09.002
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Cited by:
- Bolton, Ruth N. & Gustafsson, Anders & Tarasi, Crina O. & Witell, Lars, 2022. "Managing a Global Retail Brand in Different Markets: Meta-Analyses of Customer Responses to Service Encounters," Journal of Retailing, Elsevier, vol. 98(2), pages 294-314.
- Chan, Fanny Fong Yee, 2020. "Prior disclosure of product placement: The more explicit the disclosure, the better the brand recall and brand attitude," Journal of Business Research, Elsevier, vol. 120(C), pages 31-41.
- Xiaohong Zhang & Na Li & Yanbo Wang & Yanqi Sun, 2023. "The Effect of Product Placement Strategies on Customer Behavior: A Prospective of Foote, Cone and Belding (FCB) Grid Model," Sustainability, MDPI, vol. 15(2), pages 1-17, January.
- Avramova, Yana R. & Dens, Nathalie & De Pelsmacker, Patrick, 2021. "Brand placement across media: The interaction of placement modality and frequency in film versus text," Journal of Business Research, Elsevier, vol. 128(C), pages 20-30.
- Coker, Kesha K. & Altobello, Suzanne A., 2018. "Product placements in social settings: The impact of coviewing on the recall of placed brands," Journal of Business Research, Elsevier, vol. 87(C), pages 128-136.
- Chung Hur & Jiyoung Hwang & Chankoo Yeo, 2020. "The differential impact of consumer’s thinking styles on brand placement: a cross-cultural study," Journal of Brand Management, Palgrave Macmillan, vol. 27(3), pages 300-311, May.
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Keywords
Product placement; Promotions; Brand evaluations; Fit; Congruence; Narrative enjoyment;All these keywords.
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