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How media factors affect audience responses to brand placement

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References

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300 cited

2003Practitioners' evolving views on product placement effectiveness267 cited

2000Product Placements in Movies: A Cross-Cultural Analysis of Austrian, French and American Consumers' Attitudes toward This Emerging, International Promotional Medium266 cited

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2020Followers’ reactions to influencers’ Instagram posts134 cited
2015Good guy vs. bad guy: the influence of parasocial interactions with media characters on brand placement effects102 cited
2012Communication strategies for enhancing perceived fit in the CSR sponsorship context98 cited
2012Do you like What you Recognize?89 cited
2020Enhancing brand equity of branded mobile apps via motivations: A service-dominant logic perspective85 cited
2022Customer Engagement in Multi-Sensory Virtual Reality Advertising: The Effect of Sound and Scent Congruence82 cited
2016Antecedents of product placement effectiveness across cultures66 cited
2014Age-dependent effects of food advergame brand integration and interactivity59 cited
2013The effects of brand placement disclosures on skepticism and brand memory58 cited
2017Placing snacks in children's movies: cognitive, evaluative, and conative effects of product placements with character product interaction58 cited
2018Impact of Media Context on Advertising Memory58 cited
2016An investigation of brand placement effects on brand attitudes and purchase intentions: Brand placements versus TV commercials57 cited
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2012Enhancing brand image via sponsorship55 cited