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  • Search: subject_exact:"Product placement"
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Year of publication
Subject
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Product placement 500 Product Placement 448 Werbewirkung 276 Advertising effects 274 Consumer behaviour 186 Konsumentenverhalten 186 Brand management 106 Markenführung 106 Brand image 69 Markenimage 69 Werbung 63 product placement 63 Markenartikel 62 Brand 61 Advertising 60 Marketing management 59 Marketingmanagement 59 Computerspiel 56 Video game 55 Fernsehwerbung 50 Television advertising 50 Filmwirtschaft 49 Film industry 48 USA 44 United States 44 Deutschland 43 Film 42 Fernsehprogramm 37 Television programme 37 Germany 34 Online-Marketing 34 Internet marketing 33 Brand placement 26 Target group 24 Zielgruppe 24 brand placement 23 Children 21 Kinder 21 Music 20 Musik 20
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Online availability
All
Undetermined 173 Free 66 CC license 7
Type of publication
All
Article 397 Book / Working Paper 129 Other 2
Type of publication (narrower categories)
All
Article in journal 311 Aufsatz in Zeitschrift 311 Aufsatz im Buch 53 Book section 53 Hochschulschrift 24 Graue Literatur 18 Non-commercial literature 18 Dissertation u.a. Prüfungsschriften 12 Arbeitspapier 11 Working Paper 11 Thesis 10 research-article 9 Collection of articles of several authors 5 Conference paper 5 Konferenzbeitrag 5 Sammelwerk 5 Article 4 Bibliografie enthalten 4 Bibliography included 4 Case study 4 Fallstudie 4 Aufsatzsammlung 2 Bibliographie 1 Conference Paper 1 Conference proceedings 1 Fallstudiensammlung 1 Filmografie 1 Konferenzschrift 1 Mikroform 1 Ratgeber 1 Universitätsschrift 1 review 1 review-article 1
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Language
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English 410 German 96 Undetermined 22 Russian 1
Author
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Pelsmacker, Patrick de 15 Reijmersdal, Eva A. van 13 Dens, Nathalie 12 Matthes, Jörg 11 Lehu, Jean-Marc 9 Chen, Huan 8 Naderer, Brigitte 8 Russell, Cristel Antonia 8 Boerman, Sophie C. 7 Bressoud, Etienne 7 Chan, Fanny Fong Yee 7 Hudders, Liselot 7 Tessitore, Tina 7 Cauberghe, Verolien 6 Chan, Fong Yee 6 Sung, Yongjun 6 Balasubramanian, Siva Kumar 5 De Gregorio, Federico 5 Lowe, Ben 5 Schramm, Holger 5 Verhellen, Yann 5 Auer, Manfred 4 Avramova, Yana R. 4 Davtyan, Davit 4 Erenburg, Grigori 4 Gistri, Giacomo 4 Natarajan, Thamaraiselvan 4 Patwardhan, Hemant 4 Petrovici, Dan 4 Pillai, Deepa 4 Redondo, Ignacio 4 Sabour, Nadia I. 4 Uslay, Can 4 Burmann, Christoph 3 Cauberghe, Veroline 3 Coker, Kesha K. 3 Corniani, Margherita 3 Deterding, Audrey 3 Gabszewicz, Jean Jaskold 3 Haley, Eric 3
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Institution
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HAL 5 Springer Fachmedien Wiesbaden 2 UNIVATION, Verein für Angewandte Betriebswirtschaft an der Technischen Universität Chemnitz-Zwickau 2 Fachhochschule Reutlingen / European School of Business 1 Faculteit Economie en Bedrijfskunde, Universiteit Gent 1 Faculteit Economie en Bedrijfswetenschappen, Hogeschool-Universiteit Brussel (HUBrussel) 1 Haufe-Lexware GmbH & Co. KG 1 Instituto Valenciano de Investigaciones Económicas (IVIE) 1 International Institute of Social and Economic Sciences 1 Julius-Maximilians-Universität Würzburg 1 Keleti Károly Gazdasági Kar, Óbudai Egyetem 1 Springer Gabler <Firma> 1 Universität Greifswald 1 Universität Hamburg 1 Université Paris-Dauphine (Paris IX) 1 Verlag Dr. Kovač 1
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Published in...
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International journal of advertising : the quarterly review of marketing communications 33 Journal of promotion management : JPM 29 Journal of advertising : official publication of the American Academy of Advertising 19 Journal of business research : JBR 13 Journal of marketing communications 11 Advertising in new formats and media : current research and implications for marketers 10 International journal of advertising : the review of marketing communications 10 Journal of advertising research 10 European journal of marketing : EJM 6 Journal of promotion management : innovations in planning and applied research 6 The journal of product & brand management 6 Journal of consumer behaviour : an international research review 5 Journal of current issues and research in advertising : JCIRA 5 Journal of public policy & marketing : JPP & M ; an annual publ. of the Division of Research, Graduate School of Business Administration, University of Michigan 5 Post-Print / HAL 5 Psychology & marketing 5 The journal of brand management : an international journal 5 Engaging consumers through branded entertainment and convergent media 4 Journal of advertising 4 Medienwirtschaft : MW ; Perspektiven der digitalen Transformation 4 The marketing review 4 Tourism and hospitality planning & development 4 Beiträge zur Analyse und Entwicklung der Medien 3 Current insights and future trends : [extended versions of papers presented at the 10th ICORIA (International Conference on Research in Advertising), held in Berlin, Germany, in June 2011] 3 Digital advertising : theory and research 3 Journal of Indian business research 3 Journal of Product & Brand Management 3 Journal of current issues and research in advertising 3 Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation 3 Marketing intelligence & planning 3 Marketing letters : a journal of research in marketing 3 Marketing science 3 Nürtinger Hochschulschriften : Schriftenreihe der Fachhochschule Nürtingen 3 Research 3 SpringerLink / Bücher 3 The changing roles of advertising : [extended versions of papers presented at the 11th ICORIA (International Conference on Research in Advertising) Stockholm, Sweden in June 2012] 3 Tourism management : research, policies, practice 3 Advances in marketing, customer relationship management, and e-services (AMCRMES) book series 2 Arbeitspapier / Institut für Marketing, Universität Mannheim 2 Breaking new ground in theory and practice 2
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Source
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ECONIS (ZBW) 451 USB Cologne (EcoSocSci) 35 RePEc 20 Other ZBW resources 12 BASE 5 EconStor 5
Showing 1 - 50 of 491
 
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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Ways to implement effective product placement on YouTube
Koo, Wanmo - 2023
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015051115
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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Product placement bibliometric study : generic journals versus specific-communication journals
Vila-López, Natalia; Küster, Inés - 2023
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014365732
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Product placement in Chinese cinema : from resistance to acceptance : 1999-2009
Ai, Qi; Dong, Yinan - 2023
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014294175
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The mind of the beholder : congruence effects in luxury product placements
Rossi, Patricia; Pantoja, Felipe; Yoon, Sukki; Kim, Kacy K. - 2023
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014295234
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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
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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
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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
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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
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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
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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.; … - 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
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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
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YouTubers' labor process and autonomy in Taiwan
Chen, YuChing - 2018
In 2017, YouTuber channel has achieved tremendous growth in Taiwan, driving YouTuber as a popular career choice, but YouTuber's labor situation has not been well-known by outsiders. Therefore, this study uses the concept of immaterial labor to examine the labor process of YouTuber, analyzing how...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012012981
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YouTubers' labor process and autonomy in Taiwan
Chen, YuChing - 2018
Book / Working Paper
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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
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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
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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
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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
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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
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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
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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
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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
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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
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Reader and author attitudes towards brand placement in fiction
R. Avramova, Yana; Pelsmacker, Patrick de; Dens, Nathalie - 2023
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014296428
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The attitude of children and parents towards children influencers
Kołaszewska, Izabela; Kacprzak, Agnieszka - 2022
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015207102
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What do you see and what do you recall?: Using eye tracking to understand product placement
Kongmanon, Jittima; Petison, Phallapa - 2022
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014505498
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The "Hallyu" phenomenon : utilizing tourism destination as product placement in K-POP culture
Seo, Joo Hwan; Kim, Bumsoo - 2020
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012216486
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