This study comprehensively reviews the literature on product placements to develop an
integrative conceptual model that captures how such messages generate audience …

This article extends and updates an existing review of 80 Anglo-Saxon studies on
sponsorship published prior to 1996 with contributions of European origin (66 additional …

This article develops and tests a conceptual framework for the practice of product placement.
The empirical testing introduces a controlled experimental approach called the theater …

Previous research has found a positive shift in brand attitude after exposure to product
placements. The study presented here investigates conditions under which product …

An important issue for a firm wishing to invest in a product placement is deciding how its
product or brand is going to be presented within the movie. Accordingly, the objective of this …

This study examines the influence of product placements in television serial comedies on
consumer attitudes toward the products. Proposing a" Balance Model of Sitcom Product …

At the time the first edition of this book was published, in 2005, many commentators were
already predicting the end of creative advertising. The revolution in digital communication …

Product placement is the purposeful incorporation of commercial content into
noncommercial settings, that is, a product plug generated via the fusion of advertising and …

In the last few decades product placement has matured and become more sophisticated.
Branded products are no longer just'placed'; they are woven into entertainment content …

Purpose The practice of frontline employees articulating their brand voice and posting work-
related content on social media has emerged; however, employee brand equity (EBE) …