How effective is product placement at improving brand image and preference?

Darren Marshall

This paper introduces a new model that isolates the impact of product placement/integration on consumption and brand imagery.

How effective is product placement at improving brand image and preference?

Darren MarshallKnowledge Networks, United States

INTRODUCTION

In 2004, U.S. advertisers spent a total of $3.5 billion on product placement and its more sophisticated cousin, product...

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