Using advertising alignment to improve product placement effects on product choice: The power of facilitating analogies-Reference-Cited by-同舟云学术

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Using advertising alignment to improve product placement effects on product choice: The power of facilitating analogies

Published:2019-05-08 Issue:4 Volume:18 Page:283-290
ISSN:1472-0817
Container-title:Journal of Consumer Behaviour
language:en
Short-container-title:J Consumer Behav

Author:

Roehm Harper A.¹^ORCID,Roehm Michelle L.²

Affiliation:

1. MEHT Department, Bryan School of Business and EconomicsUniversity of North Carolina Greensboro PO Box 26170 441‐B Bryan Building, 516 Stirling Street Greensboro NC 27402‐6170

2. Department of MarketingWake Forest University School of Business 219 Farrell Hall Winston‐Salem NC 27109

Funder

Wake Forest School of Business Faculty Fund

Publisher

Wiley

Subject

Applied Psychology,Social Psychology

Link

https://onlinelibrary.wiley.com/doi/pdf/10.1002/cb.1763

Reference29 articles.

1. Brand placement repetition in a fictional text

2. Advertising via the Box Office

3. Viewers' Recognition of Brands Placed Within a Film

4. Audience Response to Product Placements: An Integrative Framework and Future Research Agenda

5. Dual coding theory and education

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