Product placement in movies: a comparison of Chinese and American consumers' attitudes

Jia Zhou and Sally A. McKechnie

In recent years there has been an increase in the practice of product placement. This paper reports the findings of an exploratory quantitative study of the attitudes of Chinese consumers towards product placement.

Product Placement In Movies

A comparison of Chinese and American consumers' attitudes

Sally A. McKechnieandJia Zhou Nottingham University Business School

INTRODUCTION

In recent years there has been an increase in the practice of product placement, which...

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