Fancy a coffee with Friends in 'Central Perk'? Reverse product placement, fictional brands and purchase intention

Fictional brands are brands that exist only in the world of fiction and not the real physical world. Reverse product placement consists of transforming these fictional brands into products and services in the real physical world.

Fancy a coffee with Friends in ‘Central Perk’? Reverse product placement, fictional brands and purchase intention

Laurent Muzellec

University College Dublin, Ireland

Christopher Kanitz

University of Bremen, Germany

Theodore Lynn

Dublin City Unive

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