The Effectiveness of Brand Placements in the Movies: Levels of Placements, Explicit and Implicit Memory, and Brand-Choice Behavior.

Product placements within a movie are often treated as a binary variable: either they are present or absent. However, placements can occur at many different levels ranging from a simple background prop to the product being an instrumental part of the story. The influence of 3 different levels of bra...

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Publicado en:	Journal of Communication Vol. 57; no. 3; pp. 469 - 490
Autores principales:	Moonhee Yang, Roskos-Ewoldsen, David R.
Formato:	Artículo
Publicado:	Oxford University Press / USA Sep2007
Materias:	Product placement in mass media Motion pictures Brand name products Implicit memory Consumer attitudes Explicit memory
Acceso en línea:	Ver este registro en EBSCOhost