Antecedents of product placement effectiveness across cultures

• Published in: International marketing review Vol. 33; no. 1; pp. 5 - 24
• Main Authors: Chan, Fanny Fong Yee, Petrovici, Dan, Lowe, Ben
• Format: Journal Article
• Language: English
• Published: London Emerald Group Publishing Limited 08.02.2016
• Subjects: 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

Purpose – The purpose of this paper is to contribute to the marketing literature by developing and testing a conceptual model to examine the effects of product placement across a country low in assertiveness and performance orientation (the UK) and a country high in assertiveness and performance ori...