Effectiveness of Product Placement: An Experimental Study in Turkey
作者： Elif Yolbulan Okan , I. Öykü Akyol Gürses
DOI: 10.3968/J.CSS.1923669720141001.4202
关键词:
摘要: This experimental research conducted in Turkey aims to investigate the effects of product placement on consumer choice and memory by combining explicit implicit measures. Results present study support overall impact placements choice. According results prominent were recalled recognized more than subtle placements, whereas centrality had no reliable effect brand Effect modality also differed for where audiovisual most recognized.
cscanada.net参考文章(40)
Cristel A. Russell, Toward a Framework of Product Placement: Theoretical Propositions ACR North American Advances. ,(1998)
Adrian Thornhill, Mark N. K Saunders, Philip Lewis, Research Methods for Business Students ,(1999)
Taejun (David) Lee, Yongjun Sung, Sejung Marina Choi, Young adults’ responses to product placement in movies and television shows International Journal of Advertising. ,vol. 30, pp. 479- 507 ,(2011) , 10.2501/IJA-30-3-479-507
Eva van Reijmersdal, Brand Placement Prominence: Good for Memory! Bad for Attitudes? Journal of Advertising Research. ,vol. 49, pp. 151- 153 ,(2009) , 10.2501/S0021849909090199
Stephen J. Gould, Pola B. Gupta, Sonja Grabner-Kräuter, Product Placements in Movies: A Cross-Cultural Analysis of Austrian, French and American Consumers' Attitudes toward This Emerging, International Promotional Medium Journal of Advertising. ,vol. 29, pp. 41- 58 ,(2000) , 10.1080/00913367.2000.10673623
Sharmistha Law, Kathryn A. Braun, I'll Have What She's Having: Gauging the Impact of Product Placements on Viewers Psychology & Marketing. ,vol. 17, pp. 1059- 1075 ,(2000) , 10.1002/1520-6793(200012)17:12<1059::AID-MAR3>3.0.CO;2-V
Endel Tulving, Daniel L. Schacter, Heather A. Stark, Priming effects in word-fragment completion are independent of recognition memory. Journal of Experimental Psychology: Learning, Memory and Cognition. ,vol. 8, pp. 336- 342 ,(1982) , 10.1037/0278-7393.8.4.336
Siva K. Balasubramanian, Beyond Advertising and Publicity: Hybrid Messages and Public Policy Issues Journal of Advertising. ,vol. 23, pp. 29- 46 ,(1994) , 10.1080/00913367.1943.10673457
Jean-Marc Lehu, Etienne Bressoud, Effectiveness of brand placement: New insights about viewers Journal of Business Research. ,vol. 61, pp. 1083- 1090 ,(2008) , 10.1016/J.JBUSRES.2007.09.015
Pola B Gupta, Stephen J Gould, None, Consumers' Perceptions of the Ethics and Acceptability of Product Placements in Movies: Product Category and Individual Differences Journal of current issues and research in advertising. ,vol. 19, pp. 37- 50 ,(1997) , 10.1080/10641734.1997.10505056