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Can negative characters in soap operas be positive for product placement?
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Can negative characters in soap operas be positive for product placement? (2016)Can negative characters in soap operas be…A Glance on Changing Workplace Dynamics Post Covid-19 in India: A Review of Psychological Employee Withdrawal Behavior (2025)A Glance on Changing Workplac…Psychology of Entertainment (2013)Psychology of EntertainmentHandbook of theories of social psychology (2012)Handbook of theories of socia…The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty (2001)The Chain of Effects from Bra…Defining Identification: A Theoretical Look at the Identification of Audiences With Media Characters (2001)Defining Identification: A Th…Bad is Stronger than Good (2001)Bad is Stronger than GoodThe role of transportation in the persuasiveness of public narratives. (2000)The role of transportation in…Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives (1999)Cutoff criteria for fit index…Applications of structural equation modeling in marketing and consumer research: A review (1996)Applications of structural eq…The Persuasion Knowledge Model: How People Cope with Persuasion Attempts (1994)The Persuasion Knowledge Mode…The theory of planned behavior (1991)The theory of planned behaviorAn Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context (1989)An Empirical Examination of t…An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context (1989)An Empirical Examination of t…Development of parasocial interaction relationships (1987)Development of parasocial int…Evaluating Structural Equation Models with Unobservable Variables and Measurement Error (1981)Evaluating Structural Equatio…Mass Communication and Para-Social Interaction (1956)Mass Communication and Para-S…Configurating product placement prominence on brand memory: what counts and what does not? (2022)Configurating product placeme…Television Serials as Career Stepping Stones: An Empirical Analysis of Employment Paths of Professional Actors (2021)Television Serials as Career …Antecedents and consequences of consumers' attitudes toward product placements: evidence from India (2021)Antecedents and consequences …Product Placement in Entertainment Industry: A Systematic Review (2020)Product Placement in Entertai…Mapping between placement strategies and placed product attributes in television programs (2019)Mapping between placement str…Structural equation modeling in practice: A review and recommended two-step approach. 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References

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1,228 cited
  • 2013Psychology of Entertainment992 cited
  • 1987Development of parasocial interaction relationships773 cited
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    • 2020Product Placement in Entertainment Industry: A Systematic Review30 cited
    • 2022Configurating product placement prominence on brand memory: what counts and what does not?12 cited
    • 2021Antecedents and consequences of consumers' attitudes toward product placements: evidence from India11 cited
    • 2019Mapping between placement strategies and placed product attributes in television programs11 cited
    • 2021Television Serials as Career Stepping Stones: An Empirical Analysis of Employment Paths of Professional Actors4 cited