Search Results - subject_exact:"Brand placement"

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 - 2025

The use of product and service brands by popular movie characters has long been a powerful marketing tool, boosting brand awareness and enhancing brand image. Product placement-the appearance of brands in films-not only increases visibility but also provides vital financial support for film...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015434564

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

Kato, Takumi; Arahata, Tetta - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015594835

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

Vrtana, David; Duricova, Lucia - 2026

Product placement has become an integral part of contemporary marketing communication, aiming to influence consumer attitudes and purchasing behaviour through subtle brand exposure in audiovisual media. Despite its growing prevalence, the effectiveness of product placement in shaping purchase...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015625319

Brand placements in video games : how local in-game experiences influence brand attitudes

Ingendahl, Moritz; Vogel, Tobias; Mädche, Alexander; … - 2023

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014290543

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 - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015617783

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; … - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015436065

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

Pavlič, Jani; Kožuh, Ines; Tomažič, Tina - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015456521

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

Ingendahl, Moritz; Brückner, Leon; Vogel, Tobias - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015532050

Easter Eggs and Scotch Whiskey : the role of religious self-identity on (in)congruent holiday promotions

Nallaperuma, Kaushalya; Rotman, Jeff D.; Bandyopadhyay, … - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015665797

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. - 2024

Purpose This study aims to understand pathways to success for food video bloggers (food vloggers) by identifying the drivers of positive reception among audiences. It examines how entertainment, information and interaction values affect attitudes toward food videos and vloggers. Additionally, it...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014636955

Meme marketing effectiveness : a moderated-mediation model

Razzaq, Ali; Shao, Wei; Quach, Sara - 2024

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, ebvufind01.dmz1.zbw.eu/10015084692

Improving placement learning at scale : a case study evaluation

Hains-Wesson, Rachael; Ji, Kaiying - 2024

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015188851

Framing food tourism videos : what drives viewers' attitudes and behaviors?

Chi, Christina G.; Deng, Demi; Chi, Oscar Hengxuan; … - 2024

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014633601

Would a comparative study of dialogue-based brand placement in film and television be helpful in determining a successful strategy?

Srivastava, R. K. - 2024

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015073519

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

Crépin, Alice; Grolleau, Gilles - 2026

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015585362

Make it part of the story : the role of product placement prominence and integration in fashion and beauty blogs among young digital natives

Cárdaba, Miguel A. M.; Fernández Pardo, Ana; Martinez, L. - 2023

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014290744

Ways to implement effective product placement on YouTube

Koo, Wanmo - 2023

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015051115

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

Hofman-Kohlmeyer, Magdalena - 2023

Nowadays, new technologies enable practitioners to create brand experience in the virtual world of computer games. Marketers use product placement to reach potential and current customers. In the meantime, computer games have become an attractive medium because they attract an increasingly wider...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015359310

Product placements in visual social media : the role of prominence, presentation and the influencer

Waiguny, Martin K. J.; Pham, Ornella Zy-Tin - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015333830

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

Li, Sitan - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015552410

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

Ronft, Steffen; Friedrich, M. G.; Sofiullah, Md - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015552413

Boosting brand behavioral intentions via integrated explicit product placements in podcasts

Milovan, Anca-Maria; Dobre, Costinel; Moisescu, Ovidiu Ioan - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015395557

Press play : why every company needs a gaming strategy

Bergmann, Bastian - 2025

"Today's consumers demand more than products-they crave immersive, personalized experiences. So traditional marketing and engagement strategies have lost their edge. The new frontier? Gaming, where over three billion people worldwide spend their time, attention, and money. In Press Play, Bastian...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015413450

Brand placements in video games: How local in‐game experiences influence brand attitudes

Ingendahl, Moritz; Vogel, Tobias; Maedche, Alexander; … - 2022

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014504561

Product placement by social media homefluencers during new normal

Ghosh, Mollika - 2022

Purpose - The purpose of this study is to analyze how product placement through social media influencers (SMIs) during "new normal" can generate user-generated content (UGC) and determine the manners of product placement by SMIs who have become "homefluencers" by their skills....

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013341500

The attitude of children and parents towards children influencers

Kołaszewska, Izabela; Kacprzak, Agnieszka - 2022

The phenomenon of internet influencers is among the most discussed issues in marketing to children. The amount of time children spend on the internet increases every year, which increases the risk of becoming the target of influencer marketing. Studying the impact of influencers on children is...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013382461

Brands in a game or a game for brands? : comparing the persuasive effectiveness of in-game advertising and advergames

Ghosh, Tathagata; Sreejesh, S.; Dwivedi, Yogesh K. - 2022

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013465194

What do you see and what do you recall? : using eye tracking to understand product placement

Jittima Kongmanon; Phallapa Petison - 2022

Since 1982, when one of the most successful product placements appeared in the movie ET, marketers have continued adopting this strategy in various media channels. Among those, research studies indicated that product placements in situation comedies (Sitcoms) are the most effective. This study...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014436286

Presentation-order effect of product images on consumers' mental imagery processing and purchase intentions

Lee, Jung Eun; Shin, Eonyou; Kincade, Doris H. - 2024

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015165221

Now you see me : evaluating visual and auditory brand placement disclosures in music videos

Mandolfo, Marco; Di Dalmazi, Michele; Lamberti, Lucio - 2024

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015052727

Optimizing product placement interface design in mobile food delivery marketing : an EEG study of the visual gestalt effect on consumers' purchasing preferences

Xiao, Liang; Lei, Jiajun; Wang, Shu - 2024

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015173672

The perceptions of brand coappearance in product placement : cooperation, competition or coopetition?

Chan, Fong Yee; Edwards, Steven Marc - 2024

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015198433

Show and sell : studying the effects of branded cigarette product placement in tv shows on cigarette sales

Goli, Ali; Mummalaneni, Simha; Chintagunta, Pradeep K.; … - 2022

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014316928

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Show and Sell : Studying the Effects of Branded Cigarette Product Placement in TV Shows on Cigarette Sales

Goli, Ali; Mummalaneni, Simha; Chintagunta, Pradeep K.; … - 2021

Book / Working Paper

Product Placement in Bollywood Movies - How the Movies We Watch Affect What We Buy?

Chauhan, Gajendra Singh; Agrawal, Akhil; Khandelwal, Aditya - 2021

Product placement is the incorporation of commercial content into noncommercial settings, that is, a product plug generated via the fusion of advertising and entertainment. This paper aims to study the memory effects of Product Placement in Bollywood movies, with simultaneous comparison between...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013223390

The role of narrative transportation in web series as branded entertainment

Sulestarini, Yusarifah; Wulandari, Nuri; Nasution, Reza … - 2020

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012671754

Innovative stealth marketing strategies and its ethical issues

Gigi G S; Jahnavi C - 2020

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012505487

Brand placement in music videos : artists, brands and products appearances in the Billboard Hot 100 from 2003 to 2016

Sánchez-Olmos, Cande; Castelló-Martínez, Araceli - 2020

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012258144

Did you read the news before playing the advergame? : the effects of priming, persuasion knowledge and placement strength on brand attitude and recall in advergames

Güngör, Ayşegül Sağkaya - 2020

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012252806

Product placement and integrated marketing communications effects on an informational TV program

Corkindale, David; Neale, Michael; Bellman, Steven - 2023

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014233765

Product placement versus traditional TV commercials : new insights on their impacts on brand recall and purchase intention

Gamage, Dulanjana; Jayasuriya, Nisha; Rathnayake, Nilmini; … - 2023

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014432793

Branded content and entertainment in advertising : a theoretical and empirical study of creative advertising practices

Rodríguez-Rabadán Benito, María - 2023

"In recent years, branded content and entertainment has become standard practice for brands, advertising agencies, and production companies. This volume analyses branded content through a theoretical and empirical study to examine the factors that have led to exponential growth and the...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014466444

Antecedents and consequences of consumers' attitudes toward product placements : evidence from India

Kaur, Ravineet; Sharma, Rakesh Kumar; Bakshi, Apurva - 2023

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014450631

Examining the influence of endorser credibility on brand placements in reality shows through placement appeal : emotional vs rational appeal

Natarajan, Thamaraiselvan; Jayapal, Jegan; Jegan, … - 2023

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014287770

Configurating product placement prominence on brand memory : what counts and what does not?

Song, Sigen; Chan, Fong Yee; Li, Yongfa; Wang, Cheng Lu - 2023

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014281357

The brand that wasn’t there : the impact of brand displacement on viewer engagement and brand attitude

Kristofferson, Kirk; Dunn, Lea - 2023

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014251263

Bibliometric analysis of film marketing research from 1976 TO 2021

Gundeti, Sandeep; Jain, Amit; Bhatnagar, Deepali - 2023

The growing interest of the scientific community in film marketing research can be discovered by the large scale published writings on the subject. Although, in this field, comprehensive and systematic research is still lacking. The important aim of this article is to merge the latest research...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014428835