Antecedents of product placement effectiveness across cultures - Chan, Fanny Fong Yee; Petrovici, Dan; Lowe, Ben (International marketing review, 2016)
Keywords: Advertising; Attitudes; Audiences; Between-subjects design; Consumer behavior; Consumers; Content analysis; Culture; Enrollments; International marketing; Marketing; Motion pictures; Product placement; Purchase intention; Studies; Television programs; United Kingdom--UK; United States--US; China; Prominence; Brand awareness; Films; Product placement; Culture