Product placement is the purposeful incorporation of commercial content into
noncommercial settings, that is, a product plug generated via the fusion of advertising and …

Although brand placements are commonplace in promotion strategies, the extant literature
lacks a quantitative empirical synthesis of the effect of placements on cognitive, attitudinal …

Barbara Kleine-Kalmer analyses the impact of branding in social networks and introduces
the construct of brand page attachment. On the basis of a comprehensive quantitative study …

Product placement is a fast growing multi-billion dollar industry, yet measures of its
effectiveness, which influence the critical area of pricing, have been problematic. Past …

Brand placement is a well-established marketing tactic that benefits both brands and media.
However, due to financial, legal, or image reasons, brands may choose not to be associated …

This study investigates viewer recognition of brands placed in films, according to film genre,
gender, and previous viewing experience. A sample of 137 moviegoers watched 12 film …

Despite the importance of branding in customer acquisition, little is known about the extent
to which brand salience influences brand choice intention of new customers. Drawing upon …

Product placement refers to the planned and paid insertion of a branded product within a
film or any other media that is capable of influencing the attitudes and the beliefs of the …

The current study examines the prevalence and characteristics of brand appearances in the
top grossing films broadcast in the United Kingdom (UK) and Hong Kong (HK). An average …

Videogame placements are significant forms of advertising. There is, however, a limited
amount of cognitive capacity available to process messages at any given moment during a …