Brand placement in Web Series: Assessing consumer attitudes in India
Open Access
- 28 April 2021
- journal article
- research article
- Published by LLC CPC Business Perspectives in Innovative Marketing
- Vol. 17 (2), 33-44
- https://doi.org/10.21511/im.17(2).2021.04
Abstract
LLC “CPC “Business Perspectives” - publishing platform for academic journalsKeywords
This publication has 30 references indexed in Scilit:
- Product placement and its effectiveness: A systematic review and propositions for future researchThe Marketing Review, 2012
- Product PlacementsJournal of Advertising, 2009
- Brand Placement Prominence: Good for Memory! Bad for Attitudes?Journal of Advertising Research, 2009
- Today's practice of brand placement and the industry behind itInternational Journal of Advertising, 2009
- New Brand Worlds: College Student Consumer Attitudes toward Brand Placement in Films, Television Shows, Songs, and Video GamesJournal of Promotion Management, 2008
- The Hidden History of Product PlacementJournal of Broadcasting & Electronic Media, 2006
- Audience Response to Product Placements: An Integrative Framework and Future Research AgendaJournal of Advertising, 2006
- Branded Entertainment: A New Advertising Technique or Product Placement in Disguise?Journal of Marketing Management, 2006
- Attitude toward the Ad and Brand ChoiceJournal of Advertising, 1992
- Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information TechnologyMIS Quarterly, 1989