Search Results - subject:"placement"

Generational and economic differences in the effectiveness of product placement : a predictive approach using CART analysis

Vrtana, David; Duricova, Lucia - In: Administrative Sciences : open access journal 16 (2026) 2, pp. 1-39

Product placement has become an integral part of contemporary marketing communication, aiming to influence consumer … effectiveness of product placement in shaping purchase intentions remains influenced by various demographic and behavioural factors …. This study examines how demographic and economic factors jointly shape consumer responses to product placement and …

Persistent link: https://www.econbiz.de/10015625319

Building brands with superheroes, building superheroes with brands : the brands of iron man and Captain America in the Marvel Cinematic Universe

Papp-Váry, Árpád Ferenc; Rönky, Áron - In: Businesses 5 (2025) 2, pp. 1-26

brand awareness and enhancing brand image. Product placement-the appearance of brands in films-not only increases visibility …

Persistent link: https://www.econbiz.de/10015434564

Consumers' responses to placed brands in 360° video : the impacts of perceived control and presence, moderated by immersion

Pavlič, Jani; Kožuh, Ines; Tomažič, Tina - In: Journal of consumer behaviour 24 (2025) 4, pp. 1915-1929

Persistent link: https://www.econbiz.de/10015456521

Effects of university-related dramas on the intention to purchase university merchandise

Kato, Takumi; Arahata, Tetta - In: Journal of promotion management : innovations in … 31 (2025) 4, pp. 653-676

Persistent link: https://www.econbiz.de/10015594835

Method of product placement in computer games : qualitative research amongst Polish players

Hofman-Kohlmeyer, Magdalena - In: Journal of marketing and consumer behaviour in emerging … (2024) 1/18, pp. 14-34

. Marketers use product placement to reach potential and current customers. In the meantime, computer games have become an … important issue is to know and systematize current methods of brand placement in computer games. For the purpose, the author …. According to the analysis, it can be distinguished by the following typology: place of brand placement (before logging, inside …

Persistent link: https://www.econbiz.de/10015359310

Beyond exposure : the influence of user tasks and induced presence on product placement effectiveness in virtual environments

Mandolfo, Marco; Di Dalmazi, Michele; Di Paolo, Francesco; … - In: Journal of business research : JBR 197 (2025), pp. 1-9

Persistent link: https://www.econbiz.de/10015436065

Beyond affect transfer : attribute associations in video-game brand placements and their impact on brand attitudes

Ingendahl, Moritz; Brückner, Leon; Vogel, Tobias - In: Journal of advertising 54 (2025) 4, pp. 586-596

Persistent link: https://www.econbiz.de/10015532050

Improving placement learning at scale : a case study evaluation

Hains-Wesson, Rachael; Ji, Kaiying - In: Journal of work-applied management : JWAM 16 (2024) 2, pp. 169-183

Persistent link: https://www.econbiz.de/10015188851

Placing a competitor's brand in a bad light : mapping ill-intentioned placement as an emerging form of brand sabotage

Crépin, Alice; Grolleau, Gilles - In: The journal of business strategy 47 (2026) 1, pp. 38-51

Persistent link: https://www.econbiz.de/10015585362

Effectiveness of product placement in streaming TV series : the roles of product involvement, placement prominence, and celebrity endorsement

Li, Sitan - In: Journal of marketing communications 31 (2025) 6, pp. 595-617

Persistent link: https://www.econbiz.de/10015552410