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

  title={Audience Response to Product Placements: An Integrative Framework and Future Research Agenda},
  author={S. Balasubramanian and James A. Karrh and Hemant Patwardhan},
  journal={Journal of Advertising},
  pages={115 - 141}
This study comprehensively reviews the literature on product placements to develop an integrative conceptual model that captures how such messages generate audience outcomes. The model depicts four components: execution/stimulus factors (e.g., program type, execution flexibility, opportunity to process, placement modality, placement priming); individual-specific factors (e.g., brand familiarity, judgment of placement fit, attitudes toward placements, involvement/connectedness with program… Expand
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