Abstract
Brand placement, the paid incorporation of brands and products in mass media content (Karrh, 1998), is an increasingly popular marketing communications tool. Previous research into the nature of this phenomenon, has revealed that its effects may vary depending on characteristics of the placement (e.g., Dens et al., 2012), characteristics of the individual consumer (e.g., Lehu and Bressoud, 2008) and contextual factors (e.g., Van Reijmersdal et al., 2010). However, not all these elements have received the same amount of academic attention.
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Verhellen, Y., Dens, N., De Pelsmacker, P. (2015). Context Matters: Modeling the Impact of Context Perceptions on the Effectiveness of Brand Placement. In: Banks, I., De Pelsmacker, P., Okazaki, S. (eds) Advances in Advertising Research (Vol. V). European Advertising Academy, vol 5. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-08132-4_11
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