Search Results - subject:"product placement"

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

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

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

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 …

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

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

Effect of product placement labeling on visual product and brand reception : an empirical eye tracking study

Ronft, Steffen; Friedrich, M. G.; Sofiullah, Md - In: Journal of marketing communications 31 (2025) 6, pp. 618-633

Persistent link: https://www.econbiz.de/10015552413

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

Meme marketing effectiveness : a moderated-mediation model

Razzaq, Ali; Shao, Wei; Quach, Sara - In: Journal of retailing and consumer services 78 (2024), pp. 1-25

Underpinned by brand placement literature, associative network theory, and narrative transportation theory, this research examines how meme marketing types (brand prominent and brand subtle) create immersive consumer experiences through narrative transportation and the moderating effects of...

Persistent link: https://www.econbiz.de/10015084692

Food vloggers and their content : understanding pathways to consumer impact and purchase intentions

Nguyen Thi My Nguyet; Bao Ngoc Le; Leenders, Mark A. A. M. - In: Journal of Trade Science 12 (2024) 2, pp. 117-133

attitudes toward food videos and vloggers. Additionally, it investigates the potential for product placement by studying the …. Both attitudes significantly influence purchase intention, showing that there is a pathway to product placement. The … pathways, not only in terms of audience reception but also in terms of product placement. This study offers comprehensive …

Persistent link: https://www.econbiz.de/10014636955