Global ETD Search
Search theses and dissertations gathered from participating repositories worldwide. Every result links back to the library that holds it. No account is needed.
Results
Showing 1 to 7 of 7 for “"Product Placements"”.
-
Essays on Product Placement: An Analysis of Key Executional and Individual Level Factors that Influence the Effectiveness of Product Placements.
"Product Placement" or "Brand Placement" is the paid inclusion of branded products or brand identifiers, through audio and/or visual means, within entertainment media. This dissertation is a collection of three essays that investigate factors affecting the effectiveness of product placements. The …
-
THREE ESSAYS ON MEASURING PRODUCT PLACEMENT EFFECTIVENESS IN MOVIES: ECONOMIC WORTH, FORGETTING AND ATTITUDE TOWARD NEGATIVE PLACEMENTS
Product placements are gaining more importance in corporate marketing communication budgets and marketers need to understand the effectiveness of these placements to justify investments into them. Three studies were conducted to study the effectiveness of product placements in movies. Essay one …
-
Three Essays in Hospitality and Tourism Communication
… firms - online reviews, marketing promotions and product placements. Chapter 1 provides a brief overview of corporate communication and outlines the central objectives of the research conducted as part of the dissertation. Chapter 2 uses an approach from behavioral economics to detect certain …
-
Social Contextual Influences on Consumer Behavior: The Impact of Group Composition and Coviewing Context on Recall of and Attitude toward Placed Brands
… social context influences behavior, research on product placement is yet to incorporate such effects. This is a very significant research gap since product placements are often consumed as part of a shared viewing experience. To address this gap, this dissertation examines social contextual …
-
Age differences in the underlying mechanisms of product placement influence
… new platforms for commercial messages. These products not only increase the number of ways in which advertisers can use to target us, but also change the way we interact with the media. We increasingly use these devices on the go, even attending to multiple screens at the same time. These …
-
Branded entertainment in emotional scenes: excitation transfer or direct affect transfer?
… seeks to fill these gaps by exploring branded product placement effectiveness within the context of emotional levels and valence of the scenes in which the brands are placed. Utilizing excitation transfer theory and direct affect transfer as theoretical foundations to explore how arousal and …