Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude-Reference-Cited by-同舟云学术

Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude

Published:2002-12 Issue:3 Volume:29 Page:306-318
ISSN:0093-5301
Container-title:Journal of Consumer Research
language:en
Short-container-title:J Consum Res

Author:

Russell Cristel Antonia

Publisher

Oxford University Press (OUP)

Subject

Marketing,Economics and Econometrics,Arts and Humanities (miscellaneous),Anthropology,Business and International Management

Link

http://academic.oup.com/jcr/article-pdf/29/3/306/17927526/29-3-306.pdf

Reference62 articles.

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2. Babin, Laurie A. and Sheri T. Carder (1996), “Viewers' Recognition of Brands Placed within a Film,” International Journal of Advertising, 15 (2), 140–151.

3. Balasubramanian, Siva K. (1994), “Beyond Advertising and Publicity: Hybrid Messages and Public Policy Issues,” Journal of Advertising, 23 (4), 29–46.

4. Batra, Rajeev and Douglas M. Stayman (1990), “The Role of Mood in Advertising Effectiveness,” Journal of Consumer Research, 17 (September), 203–214.

5. Bonnel, Anne-Marie and Ervin R. Hafter (1998), “Divided Attention between Simultaneous Auditory and Visual Signals, Perception and Psychophysics, 60 (2), 179–190.

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