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Journal articles on the topic 'Product placement'

Author: Grafiati

Published: 4 June 2021

Last updated: 25 July 2025

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1

Wiles, Michael A., and Anna Danielova. "The Worth of Product Placement in Successful Films: An Event Study Analysis." Journal of Marketing 73, no. 4 (2009): 44–63. http://dx.doi.org/10.1509/jmkg.73.4.044.

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As a result of the diminishing effectiveness of broadcast advertising, firms are increasingly turning to product placements in films and television to promote their products. A growing stream of product placement research has conducted surveys of consumer and practitioner views on the practice and experiments to gauge product placement's impact on brand awareness, attitudes, and purchase intent. However, there is no evidence of whether firms’ investments in film product placements are worthwhile. The event study of 126 product placements in successful films during 2002 reveals a mean cumulativ

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2

Turner, Christopher R. "Product Placement of Medical Products." Journal of Promotion Management 10, no. 1-2 (2004): 159–70. http://dx.doi.org/10.1300/j057v10n01_11.

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Natharius, David, and Mary-Lou Galician. "When Product Placement Is NOT Product Placement." Journal of Promotion Management 10, no. 1-2 (2004): 213–18. http://dx.doi.org/10.1300/j057v10n01_15.

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Buckser, Andrew and Susan. "Product Placement." Anthropology News 46, no. 4 (2005): 60. http://dx.doi.org/10.1525/an.2005.46.4.60.

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5

Yeston, J. "Product Placement." Science 334, no. 6056 (2011): 571. http://dx.doi.org/10.1126/science.334.6056.571-c.

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Alexander, Christian. "Alexandra Puff: Product Placement Stephan Leitgeb: Product-Placement." Zeitschrift für geistiges Eigentum 2, no. 4 (2010): 492. http://dx.doi.org/10.1628/186723710794481345.

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7

Anggraini, Ine, Jan Jan Eka Sulistiana, and Monique Dzulfairda. "TRENDS OF PLACING PRODUCT ADVERTISEMENTS ON ENTERTAINMENT AND INFORMATION SHOWING ON NATIONAL BROADCASTING TELEVISION." Jurnal Komunikasi dan Bisnis 10, no. 1 (2022): 85–98. http://dx.doi.org/10.46806/jkb.v10i1.823.

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Television is the most effective place in the world of advertising. Many formats or forms are currently developing in television shows, creating a new phenomenon about the number of advertisements that are made by advertisers in informative and entertainment television shows. The purpose of this study was to determine what kind of product advertisement placement advertisers tend to choose on entertainment programs on national broadcast television and what kind of product advertisement placements advertisers tend to choose on informative programs on national broadcast television. The method use

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Sugara, Restu Pramesti, and Rudy Tobing. "PENGARUH PRODUCT PLACEMENT DALAM DRAKOR LITTLE WOMEN DAN PRODUCT QUALITY TERHADAP PURCHASE INTENTION." Jurnal Riset Rumpun Ilmu Ekonomi 2, no. 2 (2023): 36–48. http://dx.doi.org/10.55606/jurrie.v2i2.1946.

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Product Placement adalah strategi pemasaran yang melibatkan penempatan produk dalam konten media. Ini adalah strategi populer bagi merek untuk menjangkau konsumen dan memengaruhi perilaku pembelian seperti purchase intention. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh Product Placement dan Product Quality di Drakor Little Women terhadap Purchase Intention produk Kopiko Coffee Candy Blister Pack. Metode kuantitatif deskriptif digunakan dalam penelitian ini. Analisis regresi berganda digunakan untuk menganalisis data. Sampel terdiri dari 347 responden yang berdomisili di Jakarta

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Rössler, Patrick, and Julia Bacher. "Transcultural Effects of Product Placement in Movies." Zeitschrift für Medienpsychologie 14, no. 3 (2002): 98–108. http://dx.doi.org/10.1026//1617-6383.14.3.98.

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Abstract. Product placement represents an alternative strategy of advertisers to overcome restrictions of traditional commercial communication. The paper describes different types of placement and resumes the small body of research in the field, both serving as a starting point for empirical research. As a matter of fact, placements which have become part of top movies will be distributed in cinemas and on screens all over the world. A quasi-experimental study carried out in Germany and the USA was designed in order to detect awareness and attitude effects of the respective placements as well

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10

Wright, Bianca. "Beyond product placement." Communicare: Journal for Communication Studies in Africa 30, no. 1 (2022): 47–65. http://dx.doi.org/10.36615/jcsa.v30i1.1665.

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In South Africa, advergaming currently does not reach a mass audience because of the lownumber of Internet users and the high cost of Internet access. However, as a brand communicationtool, advergaming has the potential to be used as a viral marketing tactic. The article analysesthe potential of the mobile environment as a catalyst for enabling the use of advergaming as aviral marketing tool in South Africa and proposes a theoretical model derived from an analysis ofexisting literature and observation, for operationalising mobile advergaming.

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Kanitz, Christopher, Laurent Muzellec, Michael Schade, and Christoph Burmann. "Reverse Product Placement." Marketing ZFP 35, no. 3 (2013): 233–50. http://dx.doi.org/10.15358/0344-1369_2013_3_233.

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12

Redondo, Ignacio. "Product-Placement Planning." Journal of International Consumer Marketing 18, no. 4 (2006): 33–60. http://dx.doi.org/10.1300/j046v18n04_03.

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13

Hsu, Chia-Ling, Rafael Matta, Sergey V. Popov, and Takeharu Sogo. "Optimal Product Placement." Review of Industrial Organization 51, no. 1 (2017): 127–45. http://dx.doi.org/10.1007/s11151-017-9575-y.

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14

Kasza, Irén Éva. "Product Placement – New Age of Hungarian Advertisement." E-conom 3, no. 1 (2014): 79–106. http://dx.doi.org/10.17836/ec.2014.1.079.

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15

Álvarez Rodríguez, Víctor. "Types of product placement: a theoretical overview." IROCAMM-International Review Of Communication And Marketing Mix 1, no. 3 (2020): 7–22. http://dx.doi.org/10.12795/irocamm.2020.v01.i03.01.

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16

K. Balasubramanian, Siva, Hemant Patwardhan, Deepa Pillai, and Kesha K. Coker. "Modeling attitude constructs in movie product placements." Journal of Product & Brand Management 23, no. 7 (2014): 516–31. http://dx.doi.org/10.1108/jpbm-04-2014-0552.

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Purpose – The purpose of this paper is to propose and test a conceptual framework of attitudinal constructs that influence attitude toward the brand in movie product placements. Advertising literature is replete with studies on factors that influence attitude toward the brand (Ab). However, this topic remains under-explored for product placements. Design/methodology/approach – Our framework showcases several theories to relate attitude and fit constructs to attitudes toward the product placement and attitude toward the brand. We use the structural equation model approach to estimate the concep

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Abu Seman, Rabiah Adawiah, Yee Shan Lew, and Jing Ni Tee. "Correlation Between Product Placement in Film, Purchase Intention And Brand Attitude." Jurnal Pengajian Media Malaysia 21, no. 1 (2019): 61–74. http://dx.doi.org/10.22452/jpmm.vol21no1.5.

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Product placement has been widely used in international film industry because of its efficiency. During the past 20 years, the practice of product placement has grown appreciably which lead to most of the marketers nowadays use placements as their marketing strategy. Therefore, this research aim to analyse the effectiveness of product placement in film. Experimental design was employed by 40 respondents in UCSI University for this study which was supported by the theories of the Hidden Message and the Character-Product Interaction (CPI). Correlation between product placement in film, purchase

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van der Waldt, De la Rey. "The role of product placement in feature films and broadcast television programme." Communicare: Journal for Communication Studies in Africa 24, no. 2 (2022): 1–16. http://dx.doi.org/10.36615/jcsa.v24i1.1767.

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Emphasis on product placement as a variable in the marketing communication strategyof organisations seems to be a relatively new focus. However, evidence exists that asearly as the 1940s product placement was used in feature films to brand products andservices. The initial use of product placements in feature films received new opportunitiesthrough the introduction of new electronic media, such as video, DVD, mobile messaging,electronic billboards, Internet clips and websites. Product placement is not confined tocinema feature films. New electronic media offer unique opportunities for productp

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19

Guennemann, Frank, and Yoon C. Cho. "The Effectiveness Of Product Placement By Media Types: Impact Of Image And Intention To Purchase." Journal of Service Science (JSS) 7, no. 1 (2014): 29–42. http://dx.doi.org/10.19030/jss.v7i1.8911.

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Product placement, as an integrated marketing communication tool, is widely applied to increase attention, interest, and purchasing intention. Product placement is also identified as an integrative conceptual model that captures how such messages generate audience outcomes (Balasubramanian, Karrah, and Patwardhan, 2006). By considering various applications of product placement in the automobile brands, the purpose of this study is to measure awareness, familiarity, image, and purchase intention of brands placed in various media types. In particular, this study measures 1) how brand awareness f

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20

Hishamudin, Farah Farhanah, and Nur Atikah A Rahman. "Gegar Vaganza: Persepsi Pengguna dan Penempatan Produk D’Herbs dalam Rancangan Realiti Televisyen di Malaysia." Jurnal Pengajian Media Malaysia 23, no. 2 (2021): 73–91. http://dx.doi.org/10.22452/jpmm.vol23no2.2.

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This study examines the types of product placements used in the television show Gegar Vaganza, particularly in its 5th season and looks at the consumer perceptions on the product placements used by D’Herbs Holdings Sdn. Bhd. Qualitative content analysis and in-depth interviews were conducted on eight respondents. The saturation of advertisements in the market has prompted marketers to turn to media product placement to deliver messages to the audiences more effectively. This study found that integrated implicit product placement received positive feedback on the process of recalling a brand or

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21

Moh, Christine J., Shuhui Sophy Cheng, Hsiang-Wai Lai, and Po-Chung Chuang. "Exploring Practitioners’ Views on Product Placement: What can Taiwan Learn from the West." Academic Journal of Interdisciplinary Studies 13, no. 3 (2024): 51. http://dx.doi.org/10.36941/ajis-2024-0064.

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To improve Taiwan’s media production quality, especially in placement marketing practices, this study explores Western practices and regulations to find what Taiwan can learn from the West. The study first gathered, reviewed, and analyzed past placement marketing studies and literature from Europe and the United States, then conducted in-depth interviews with a scholar who reviews placement marketing violation cases for Taiwan’s competent authority (NCC) and American media professionals who had first-hand experience with placement marketing practices. The interviews revealed how Americans had

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Mahendra Prajapati. "The Impact of Celebrity Endorsement, Prominence, and Product Familiarity on Purchase Intention: Moderating Role of Platform." Journal of Information Systems Engineering and Management 10, no. 54s (2025): 559–67. https://doi.org/10.52783/jisem.v10i54s.11142.

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In both offline and online forms of entertainment, product placement has proven to be one of the greatest marketing strategies. This research will assess the effect of product placements within movies, as well as on Over-the-Top (OTT) applications, on customer purchasing intention. While viewers watch videos on different platforms, they will be studied in light of their brand attitude in response to media interactions involving character actions, brand mentions, and the incorporation of audio-visual material into the story. This research will aim to bridge the gap between passive brand exposur

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23

Vashist, Devika. "Effect of product involvement and brand prominence on advergamers’ brand recall and brand attitude in an emerging market context." Asia Pacific Journal of Marketing and Logistics 30, no. 1 (2018): 43–61. http://dx.doi.org/10.1108/apjml-01-2016-0014.

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Purpose The purpose of this paper is to investigate the impact of product involvement and brand prominence on advergamers’ brand recall and brand attitude in an emerging market context. Specifically, this research illustrates the conditions under which brand placements in online games create attention, elaboration and subsequent brand recall and brand attitude by drawing the insights from the limited capacity model of attention and the elaboration likelihood model. Design/methodology/approach A 2 (product involvement: low or high) × 2 (brand prominence: prominent or subtle) between-subject mea

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24

Begy, Genevieve, and Vishal Talwar. "The Economic Worth of Product Placement in Prime-time Television Shows." International Journal of Market Research 58, no. 2 (2016): 253–75. http://dx.doi.org/10.2501/ijmr-2015-026.

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Product placement is fiercely being courted by firms as a consequence of the declining credibility of traditional broadcast advertising and the ‘30-second spot’. Very little research analysing its economic worth exists outside of the realm of film, however. This paper responds by applying a consistent measure of placement effectiveness to television through use of event analyses. It finds a mean cumulative abnormal return of 0. 79% in a sample of 264 placements from the 2011-12 prime-time season, confirming that product placement in television is positively and significantly associated with mo

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25

Chan, Fanny Fong Yee, Dan Petrovici, and Ben Lowe. "Antecedents of product placement effectiveness across cultures." International Marketing Review 33, no. 1 (2016): 5–24. http://dx.doi.org/10.1108/imr-07-2014-0249.

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Purpose – The purpose of this paper is to contribute to the marketing literature by developing and testing a conceptual model to examine the effects of product placement across a country low in assertiveness and performance orientation (the UK) and a country high in assertiveness and performance orientation (Hong Kong (HK)). Design/methodology/approach – A content analysis of brand appearances in high grossing films within the UK and HK was conducted followed by a 2×2 between-subjects experiment (n=572). Findings – The results indicate participants exposed to prominent placements have a less p

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Wadia, Reena. "E-cigarette product placement." British Dental Journal 230, no. 10 (2021): 662. http://dx.doi.org/10.1038/s41415-021-3104-y.

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27

Hackley, Chris, and Rungpaka Amy Hackley née Tiwsakul. "Observations: Unpaid product placement." International Journal of Advertising 31, no. 4 (2012): 703–18. http://dx.doi.org/10.2501/ija-31-4-703-718.

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28

Sri Lydianingsih Galingging and Ahmad Budiman. "STRATEGI DAN DIMENSI PRODUCT PLACEMENT PERMEN KOPIKO PADA DRAMA KOREA (STUDY PADA SERIAL DRAMA TELEVISI KOREA VINCENZO)." Jurnal Cakrawala Ilmiah 1, no. 11 (2022): 2851–64. http://dx.doi.org/10.53625/jcijurnalcakrawalailmiah.v1i11.2870.

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Dimasa sekarang ini siapa yang tidak tahu tentang adannya korean Wave atau Hallyu, ini merupakan fenomena yang sedang melanda di berbagai negara salah satunya indonesia. Salah satu produk kebudayaan hallyu yang paling banyak digemari yaitu drama. Pada masa sekarang ini drama Korea tidak lagi hanya sebagai hiburan semata namun juga dapat digunakan sebagai media sarana iklan/promosi, dengan melakukan produk placement (sisipan produk) pada tayangan drama Korea. Salah satu drama yang memiliki rating tinggi dan banyak digemari yaitu drama Korea Vincenzo. Pada drama ini terdapat product placement pe

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Ong, Camile Candi, Chris Joselle Santiago, and Coleen Kirk Verdejo. "Product Placement in Filipino Films: An approach to Consumer Purchasing Intention." Journal of Business and Management Studies 4, no. 1 (2022): 179–88. http://dx.doi.org/10.32996/jbms.2022.4.1.21.

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Today, the majority of advertisements are digital, and the use of product placement is becoming an important tool for marketers. The use of this tool in the media, especially in films, is attractive to consumers and businesses. The consumer’s behavior towards product placement in films is evident in most countries; however, studies on local films such as in the Philippines are still limited in the literature. Drawing from the cognitive capacity theory, this study aims to examine the effect of Product Placements in Filipino films on the consumer's purchasing intention. From the online survey of

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Truong, Phi Hung, Anh Dao Kim, Duc Sinh Hoang, and Dieu Hue Nguyen. "A Comprehensive Bibliometric Study of Product Placement with an Ethical Emphasis." European Conference on Social Media 11, no. 1 (2024): 305–15. http://dx.doi.org/10.34190/ecsm.11.1.2049.

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Product placement, also known as brand placement, has become a practice, in forms of media such as movies, music, games, cartoons and even social media. By increasing brand visibility and creating a sense of credibility for consumers it offers an avenue for advertising that doesn't feel like marketing. In this research study we have utilized methodologies to analyze the framework of the research field and the specific issue at hand by employing VoSViewer software. Our analysis focuses on a sample of 409 documents published between 1995 and 2023. The objective is to provide indicators including

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Qureshi, Ishtiaq Hussain, and Maleeha Gul. "Product Placement in Movies: Relationship Between Beliefs Towards Product Placement and Usage Behavior." Indian Journal of Marketing 45, no. 7 (2015): 35. http://dx.doi.org/10.17010/ijom/2015/v45/i7/79927.

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Brennan, Ian, Khalid M. Dubas, and Laurie A. Babin. "The influence of product-placement type & exposure time on product-placement recognition." International Journal of Advertising 18, no. 3 (1999): 323–37. http://dx.doi.org/10.1080/02650487.1999.11104764.

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33

Martín García, Alicia. "Product placement as an efficient marketing tool within the media mix." Harvard Deusto Business Research 10, no. 1 (2021): 224–37. http://dx.doi.org/10.48132/hdbr.345.

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Product placement has existed in its most primitive form since the dawn of cinema. Now, due to the saturation of conventional advertising, this technique has reached its zenith, with brands appearing in an environment without competition, as a natural element of the plot. The automotive sector has been present from the beginning and soon understood the expressive possibilities that were offered. General Motors began its journey in the film industry in 1933 following an agreement with Warner. Since then, the General Motors group has had a growing presence in the film industry, which reached its

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Marchand, Andre, Thorsten Hennig-Thurau, and Sabine Best. "When James Bond shows off his Omega: does product placement affect its media host?" European Journal of Marketing 49, no. 9/10 (2015): 1666–85. http://dx.doi.org/10.1108/ejm-09-2013-0474.

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Purpose – This paper aims to contribute to the marketing literature and practice by examining the effect of product placements on the host brand. The declining effectiveness of traditional advertising has prompted increasing interest in strategies for placing products in media programming. Most existing research adopt the perspective of the brands embedded in media products, with limited attention to the impact that product placement has on the media product that serves as a host brand for the embedded brands. The authors investigate this effect in the context of motion pictures and develop a

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Chavadi, Chandan A., Sindhu R. Menon, and Monika Sirothiya. "Modelling the Effects of Brand Placements in Movies: An Investigative Study of Event Type and Placement Type." Vision: The Journal of Business Perspective 23, no. 1 (2019): 31–43. http://dx.doi.org/10.1177/0972262918821227.

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Movies are getting extremely costly and product placement has become inevitable to accommodate brands to support their budgets. Moreover, brands are demanding return on investment for their placements. This article makes an attempt to evaluate the outcome of brand placements in movies. As Indian audiences are exposed to both Hollywood and Bollywood movies, product placement is rapidly turning into a colossal path for brands to achieve their objectives by placing the brand in a subtle or blatant way. It is reasonable to count on that consumer contrast of brands will genuinely get influenced bas

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Huang, Ying, and Fumin Deng. "Impact of Product Placement on Purchase Intention in the Context Of Product-harm Crisis." Social Behavior and Personality: an international journal 50, no. 6 (2022): 110–27. http://dx.doi.org/10.2224/sbp.11586.

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This study investigated whether and how product placement influences purchase intention in the context of product-harm crisis. We collected data from 373 Chinese adults who completed an online survey, and conducted a between-subjects experiment (with/without product placement). Structural equation modeling results show that product placement had a significant positive impact on purchase intention, with perceived risk and brand trust acting as mediators. The association between perceived risk and purchase intention was nonsignificant. The study also revealed that product placement had a negativ

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Gabrielle Efan Hayatya Dewi and Resa Rasyidah. "ANALYSIS OF PRODUCT PLACEMENT AS A GLOBAL MARKETING STRATEGY OF SUBWAY SANDWICH IN DRAMA MY ROOMMATE IS GUMIHO." JRMSI - Jurnal Riset Manajemen Sains Indonesia 16, no. 1 (2025): 84–97. https://doi.org/10.21009/jrmsi.016.1.8.

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Subway is a fast food restaurant from America that uses a franchise concept. This study aims to determine the Product Placement used by Subway Sandwich as a global marketing strategy in the Korean drama My Roommate is Gumiho. In this study, the author uses a qualitative method in social phenomena by collecting data from news, journals, articles, dramas, and books to find evidence that follows product placement and global marketing strategies. However, this study focuses on analyzing Korean dramas and news articles. The findings of this study will produce a division of product placement dimensi

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Ifada, Shafa Radisya Aulia, and Teguh Widodo. "The Influence Of Level Of Disclosure On Brand Evaluation And Brand Recall With Psychological Trait Reactance And Program Involvement As Moderator Variables And Program Liking As Intervening Variables (Study On Subway Placement Products In The Korea Drama." JHSS (JOURNAL OF HUMANITIES AND SOCIAL STUDIES) 8, no. 1 (2024): 292–97. http://dx.doi.org/10.33751/jhss.v8i1.8757.

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This research is motivated by product placement, which serves as an alternative to traditional advertising usually broadcasted on mass media and frequently used in Korean dramas. Given the popularity of Korean dramas among international audiences, global brands have sought to participate in such product placement activities. However, there are instances where viewers complain about excessive and unreasonable product placements that disrupt their engagement due to their frequent appearances. The purpose of this study is to examine the impact of level of disclosure (LoD) on brand recall (BR) and

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Kozak, Vratislav, and Karel Barinka. "The measurement of product placement." Economic Annals-ХХI 161, no. 9-10 (2016): 66–70. http://dx.doi.org/10.21003/ea.v161-15.

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Chang, Susan, Jay Newell, and Charles T. Salmon. "Product placement in entertainment media." International Journal of Advertising 28, no. 5 (2009): 783–806. http://dx.doi.org/10.2501/s0265048709200904.

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Siegel, Paul. "Product Placement and the Law." Journal of Promotion Management 10, no. 1-2 (2004): 89–100. http://dx.doi.org/10.1300/j057v10n01_07.

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Nelson, Richard Alan. "A Product Placement Resource Guide." Journal of Promotion Management 10, no. 1-2 (2004): 259–67. http://dx.doi.org/10.1300/j057v10n01_22.

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43

Chae, Myung-Jin, and Hye-Jin Sun. "TV Product Placement in Korea." Journal of Promotion Management 19, no. 1 (2013): 54–75. http://dx.doi.org/10.1080/10496491.2012.736461.

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Barn, Sukhbinder. "Product placement in Bollywood movies." Marketing Intelligence & Planning 27, no. 7 (2009): 976–80. http://dx.doi.org/10.1108/02634500911000252.

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Baltezarević, Ivana, and Radoslav Baltezarević. "Product placement in new media." Bastina, no. 48 (2019): 171–79. http://dx.doi.org/10.5937/bastina1948171b.

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Bock, Michael, and Siracusa Gómez Izquierdo. "Product Placement, Markengedächtnis, Markenimage (1)." Zeitschrift für Medienpsychologie 18, no. 3 (2006): 106–18. http://dx.doi.org/10.1026/1617-6383.18.3.106.

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Zusammenfassung. Nach den Ergebnissen bisheriger Untersuchungen ist unklar, inwieweit es sich bei dem Product Placement um eine effektive Werbemethode handelt. In einer eigenen Untersuchung mit zwei James-Bond-Filmen haben wir deshalb überprüft, inwieweit diese Methode geeignet ist, das implizite und explizite Markengedächtnis und das Markenimage zu verbessern. Bei der Messung des impliziten Gedächtnisses wurden Markenfragmente und Produktkategorien dargeboten, zu denen spontan beliebige Wörter assoziiert werden sollten. Bei der Messung des expliziten Gedächtnisses sollten die platzierten Mark

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Bock, Michael, Bettina Kirchgäßner, and Viola Seeliger. "Product Placement, Markengedächtnis, Markenimage (2)." Zeitschrift für Medienpsychologie 18, no. 4 (2006): 146–59. http://dx.doi.org/10.1026/1617-6383.18.4.146.

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Zusammenfassung. Nach einer Untersuchung von Bock und Gómez Izquierdo (2006) ist die Wirksamkeit des Product Placement gering, weil Markenprodukte dabei kaum beachtet werden. In einer Folgeuntersuchung haben wir deshalb die Aufmerksamkeit variiert, indem unsere Teilnehmer/innen bei einem James-Bond-Film zwei unterschiedliche Aufgaben erhielten. Bei der ersten Aufgabe sollten sie auf James Bond achten, bei der zweiten auf Markenplatzierungen. Theoretischer Hintergrund war ein Modell, das zwei mögliche Wirkungswege des Product Placement beschreibt: einen expliziten Weg, der eine Beachtung der Ma

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Cokki, Sharon Nathania, and Haris Maupa. "Product Placement On Indonesian Rap Song." Jurnal Manajemen 27, no. 1 (2023): 62–85. http://dx.doi.org/10.24912/jm.v27i1.1097.

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Product placement literature has two gaps, namely research in developing countries including Indonesia and song as media placement. This study aims to fill this gap by testing the effectiveness of product placement in Indonesian rap songs on three aspects of consumer behaviour. The research design used pretest and post-test experiments without a control group involving 74 undergraduates as participants. The treatment used in this research is the song. It's a Dad Thing by Saykoji. The results showed that product placement on the song had an effect on brand recall, attitude towards the song and

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Putri, Seprianti Eka, Wiwit Julianda Subekti, Lizar Alfansi, and Ilsya Hayadi. "The Effect of Product Placement on Television Events on Brand Awareness and Product Purchase Intention." Frontiers in Business and Economics 2, no. 2 (2023): 109–16. http://dx.doi.org/10.56225/finbe.v2i2.225.

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Nowadays, product placement is a tool for promoting a brand or product in television programs without being called formally (passive). It avoids word saturation due to being often spoken. Brand placement is payment inclusion on a product or brand identity consisting of audio and visual in mass media programs. This study aims to examine the effect of product placement on brand awareness and its implication on repurchase intention. The study is designed using a quantitative approach with primary data collected via electronic media (online survey) on 220 respondents taken with the purposive sampl

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Pilelienė, Lina, and Sigita Jurgilaitė. "Produktų demonstravimo vaidybiniuose filmuose ypatumai (teorinis aspektas)." Laisvalaikio tyrimai 1, no. 1 (2013): 1–10. http://dx.doi.org/10.33607/elt.v1i1.182.

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Research background. According to J. A. Karrh et al. (2001) product placement in movies is used with intensions to extend product awareness, create positive associations with a product, or to promote sales. Product placement is becoming very successive tool of promotion; its impact on society is constantly growing. Many films can make an impact on society’s attitudes, also, form buying patterns. Despite a wide usage of this promotional tool, attempts to find scientific publications of Lithuanian authors considering this product placement in Lithuanian movies were unsuccessful. However, many ca

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