Better together? Harnessing the power of brand placement through program sponsorship messages
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DOI: 10.1016/j.jbusres.2017.10.036
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Cited by:
- Tessitore, Tina & Geuens, Maggie, 2019.
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Journal of Business Research, Elsevier, vol. 95(C), pages 38-48.
- Tina Tessitore & Maggie Geuens, 2019. "Arming consumers against product placement: A comparison of factual and evaluative educational interventions," Post-Print hal-01914724, HAL.
- Steven Bellman & Shruthi Arismendez & Duane Varan, 2021. "Can muted video advertising be as effective as video advertising with sound?," SN Business & Economics, Springer, vol. 1(1), pages 1-27, January.
- Babin, Barry J. & Herrmann, Jean-Luc & Kacha, Mathieu & Babin, Laurie A., 2021. "The effectiveness of brand placements: A meta-analytic synthesis," International Journal of Research in Marketing, Elsevier, vol. 38(4), pages 1017-1033.
- 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.
- Hofman-Kohlmeyer Magdalena, 2021. "Brand-Related User-Generated Content in Simulation Video Games: Qualitative Research Among Polish Players," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 29(1), pages 61-87, March.
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Keywords
Brand placement; Program sponsorship; Branded entertainment; Field study; Brand recall; Brand attitude;All these keywords.
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