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Can negative characters in soap operas be positive for product placement? · Study

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ArticleCan negative characters in soap operas be positive for product placement?

José António Dias2016

Article2016

Can negative characters in soap operas be positive for product placement?

José António Dias · José G. Dias · Carmen Lages

31 citations·0/0 files stored·Journal of Business Research

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Digital Marketing and Social Media

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1999Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives 1991The theory of planned behavior 2001Bad is Stronger than Good 2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 2000The role of transportation in the persuasiveness of public narratives.1956Mass Communication and Para-Social Interaction 1994The Persuasion Knowledge Model: How People Cope with Persuasion Attempts

Cited by

2020Product Placement in Entertainment Industry: A Systematic Review 2022Configurating product placement prominence on brand memory: what counts and what does not?2021Antecedents and consequences of consumers' attitudes toward product placements: evidence from India 2019Mapping between placement strategies and placed product attributes in television programs 2021Television Serials as Career Stepping Stones: An Empirical Analysis of Employment Paths of Professional Actors

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Year2016

Typearticle

Published2016-11-11

VenueJournal of Business Research

ISSN-L0148-2963

Languageen

Citations31

Files0 public / 0

ShelfConsumer Behavior in Brand Consumption and Identification

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doi10.1016/j.jbusres.2016.10.010

openalex_workW2556919480

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