Product placement and its effectiveness: A systematic review and propositions for future research

@article{Chan2012ProductPA,
  title={Product placement and its effectiveness: A systematic review and propositions for future research},
  author={Fanny Fong Yee Chan},
  journal={The Marketing Review},
  year={2012},
  volume={12}
}
  • F. Chan
  • Published 2012
  • Business
  • The Marketing Review
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61 Citations
Highly Influential Citations
10
Background Citations
27
Methods Citations
4
Results Citations
1

61 Citations

Too obvious or not? The effect of prominence and blogger familiarity on brand attitude towards placed products
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Brand Placement in Music Videos: Effectiveness in UK, Spain and Italy
Brand placement is used as an alternative advertising strategy. This case study aimed at investigating its efficacy in music videos in the UK, Spain and Italy through surveys. The first research…
THE INFLUENCE OF CUSTOMER SATISFACTION, BRAND TRUST, AND BRAND IMAGE TOWARDS CUSTOMER LOYALTY
Customer loyalty always becomes an important concern in the business organization. The main purpose of this study is to examine the influence of customer satisfaction, brand trust and brand image…
The Effects of Product Placement in Malaysian Movies and Its Influence on Consumer Behavior
Product placement has been widely used through the international film industry, but has seldomly been used in Malaysian movies. The purpose of this study is to investigate the use of product…
Heard but Falsely Remembered? The Attention and Memory Effect of Product Placement in TV Episodes
While product placement has been widely used in various media contexts, there is no consensus on how or why the perceptual modality and story plot converge to determine its effectiveness in…
The influence of product placement in Czech movies and tv shows among generation Y
This paper is focused on how product placement is perceived by generation Y. The data were collected through eye tracking using the SMI RED 250 device. In-depth interviews were used to acquire a more…
Product placement and prior notification : effect on brand attitude
The aim of this master thesis was to find the effect of prior notification of product placement on Norwegian television series and film viewers’ attitude towards product placed brands. We put forward…
Bollywood Industry in the Wake of Cost Cutting Measures: Role of Quality Cues on Brand Placements
This study examines the significance and the favorability of brand placements in Indian film industry (Bollywood) movies that would generate revenues and reduce the risk of production costs for the…
The world of beauty vloggers on YouTube
A new phenomenon of beauty vloggers on YouTube has exploded and exceeded the viewership of many forms of traditional media. These beauty gurus on the platform are in most cases entrepreneurial women…
Effectiveness of product placement in TV Shows
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