Product placement versus traditional TV commercials: new insights on their impacts on brand recall and purchase intention
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DOI: 10.1108/jabs-04-2022-0126
Abstract: Purpose The purpose of this paper is to compare the effect of marketing communication techniques concerning product placement and TV commercials on brand recall and the purchase intention of consumers. Design/methodology/approach A sample of 420… read more here.
Keywords: purchase intention; product placement; recall purchase; product ... See more keywords