Wie wirken Werbung und andere Beeinflussungsversuche auf Meinungen, Einstellungen
und Verhalten? Die Frage wie Persuasion „funktioniert “bewegt die Wirtschaft wie die …

The purpose of this study is twofold:(1) to test how the consumer's attitude toward product
placements in a television soap opera is affected by the use of different types of character …

Purpose This research contributes to literature on marketing communication by exploring the
roles of depth of processing and the dispositional factor, need for cognition (NFC), on …

Even though young adults are a major audience of films and the main target group for
product placement, very few studies explore how youngsters across cultures perceive and …

This meta-analysis synthesizes 30 years of empirical work examining the impact of product
crises on consumer evaluations. Prior research suggests that a product crisis will negatively …

Despite the increasingly favorable environment enjoyed by product placement, the question
of whether this technique produces stronger behavioral effects than conventional advertising …

The majority of current product placement research is predicated on a cinema setting and
assumes a rather captive audience. Little is known, about the effect of audience multitasking …

Since the 1990's, USA fast food chains, such as McDonald's, KFC, Burger King, and Pizza
Hut have expanded rapidly in developing countries (Christian and Gereffi, 2018), where the …

Die steigende Relevanz von Product Placement in Computerspielen und dessen
Budgetallokation erzeugen einen größeren Rechtfertigungsdruck der Marketing …

Advertisers' increasing use of embedded advertising formats makes it more difficult for
consumers to identify persuasive intents in advertiser messages. However, only if …