2000
DOI: 10.1080/10641734.2000.10505106
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A Study of Factors Affecting Consumer Evaluations and Memory of Product Placements in Movies

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Cited by 239 publications
(161 citation statements)
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“…d" Astous and Chartier (2000) suggested that consumer memory of product placement was enhanced when the principal character was present and when the product placement was positively evaluated. However, Russell (2002) found a link between the congruency and persuasiveness while brand recall in itself did not necessarily influence attitudes to the brand.…”
Section: The Effect Of Entertainment Marketing On Consumersmentioning
confidence: 99%
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“…d" Astous and Chartier (2000) suggested that consumer memory of product placement was enhanced when the principal character was present and when the product placement was positively evaluated. However, Russell (2002) found a link between the congruency and persuasiveness while brand recall in itself did not necessarily influence attitudes to the brand.…”
Section: The Effect Of Entertainment Marketing On Consumersmentioning
confidence: 99%
“…Product placement, as a variant of sponsorship, encompasses "hybrid" forms of promotion within mediated entertainment (Balasubramanian, 1994;Ford, 1993;Baker and Crawford, 1995) which share one main feature: the promotional intent is not made explicit (d" Astous and Chartier, 2000) but is presented, ostensibly, as a part of the dramatic entertainment. In this way product placement inserts the brand into the consumer"s experience with an intimacy that conventional promotion cannot match.…”
mentioning
confidence: 99%
“…Finalmente, a quinta e última vantagem do placement frente à propaganda tradicional é que a marca veiculada dentro dos programas televisivos tem uma vida útil mais longa (Brennan, Dubas, & Babin, 1999;D'Astous & Chartier, 2000), porque um programa de TV normalmente é relançado em DVD, BluRay ou reapresentado na própria TV em vários momentos, fazendo com que a marca continue presente com a reexibição do programa.…”
Section: Referencial Teóricounclassified
“…Além disso, já existem trabalhos sobre a memória no que se refere ao placement. Por exemplo, estudos encontraram que a proeminência de um placement tem um impacto positivo sobre a lembrança da marca anunciada do que um placement sutil (Babin & Carder, 1996;Brennan et al, 1999;D'Astous & Chartier, 2000;Gupta & Lord, 1998;Law & Braun, 2000). Isso porque, segundo , há um processamento mais intenso do placement proeminente do que de um placement sutil, aumentando, consequentemente, a memorização pelo consumidor.…”
Section: Memóriaunclassified
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