Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude

Journal of Consumer Research, 29 (3), 306-318, December 2002

13 Pages Posted: 18 Nov 2015

See all articles by Cristel Russell

Cristel Russell

American University - Kogod School of Business

Date Written: 2002

Abstract

This article develops and tests a conceptual framework for the practice of product placement.

Suggested Citation

Russell, Cristel, Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude (2002). Journal of Consumer Research, 29 (3), 306-318, December 2002. Available at SSRN: https://ssrn.com/abstract=2691739

Cristel Russell (Contact Author)

American University - Kogod School of Business ( email )

4400 Massachusetts Avenue NW
Washington, DC 20816-8044
United States

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