Reader and author attitudes towards brand placement in fiction
Author:
Affiliation:
1. Faculty of Business and Economics, Marketing Department, University of Antwerp, Antwerp, Belgium
2. Faculty of Economics and Business Administration, Department of Marketing, Innovation and Organisation, Ghent University, Ghent, Belgium
Funder
Research Foundation - Flanders
Publisher
Informa UK Limited
Subject
Marketing,Communication
Link
https://www.tandfonline.com/doi/pdf/10.1080/02650487.2022.2120691
Reference74 articles.
1. Alter, A. 2014. E-Book mingles love and product placement. The New York Times, November 2. http://www.nytimes.com/2014/11/03/business/media/e-book-mingles-love-and-product-placement.html?_r=0
2. The Effects of Brand Placement Disclosures in Fiction
3. Brand placement across media: The interaction of placement modality and frequency in film versus text
4. Brand placement repetition in a fictional text
5. Brand placement in text: the short- and long-term effects of placement modality and need for cognition
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