Modeling attitude constructs in movie product placements

摘要: Purpose – The purpose of this paper is to propose and test a conceptual framework attitudinal constructs that influence attitude toward the brand in movie product placements. Advertising literature replete with studies on factors (Ab). However, topic remains under-explored for Design/methodology/approach Our showcases several theories relate fit attitudes placement brand. We use structural equation model approach estimate framework. Findings Several (attitude actor, character movie) placement, which turn mediates relationship between former Interestingly, only actor placed impacted no effects found ...