Entertainment Marketing and Experiential Consumption

  title={Entertainment Marketing and Experiential Consumption},
  author={Chris Hackley and Rungpaka Amy Tiwsakul},
  journal={Journal of Marketing Communications},
  pages={63 - 75}
The placement of brand references within mainstream entertainment (called here ‘entertainment marketing’) is a rapidly evolving marketing communications field in its scale and sophistication. Much previous research in the field has conceptualized entertainment marketing as promotion and focused on measuring consumer attitudes, purchase intentions and brand recall in response to brand exposure. This conceptual paper suggests that there is also a need for understanding the quality of consumer… Expand
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