The influence of audience characteristics on the effectiveness of brand placement memory

@article{Natarajan2018TheIO,
  title={The influence of audience characteristics on the effectiveness of brand placement memory},
  author={T. Natarajan and Senthil Arasu Balasubramaniam and Gladys Stephen and Daniel Inbaraj Jublee and D. Kasilingam},
  journal={Journal of Retailing and Consumer Services},
  year={2018},
  volume={44},
  pages={134-149}
}
Abstract The purpose of this paper is to explore the influence of audience characteristics (who engage with the media content and characters) on brand placement memory. A theoretical framework was empirically tested to examine the influence of predictor variables that includes cognitive and affective reactions, star liking and identification with character on brand recall, from 420 responses gathered from a stimuli-based questionnaire administered to 18-34 age group audiences. To validate the… Expand
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