“I Saw it in the Movies”: Exploring the Link between Product Placement Beliefs and Reported Usage Behavior

By Cynthia R. Morton, M. Friedman. 2002

175 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/1d0a53dcaf34bc2c2b18f894d6925e7596d76e49

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. David Roskos-Ewoldsen
2. Moonhee Yang
3. E. V. van Reijmersdal

In Organizational Behavior and Human Resource Management

1. David Roskos-Ewoldsen
2. Moonhee Yang

In Sociology and Political Science

1. Moonhee Yang
2. David Roskos-Ewoldsen
3. E. V. van Reijmersdal

Citations in the corpus

• The Effectiveness of Brand Placements in the Movies: Levels of Placements, Explicit and Implicit Memory, and Brand-Choice Behavior (2007, background): “Most previous studies of brand placements (Law & Braun, 2000; Morton & Friedman, 2002; Ong & Meri, 1994) measured purchase intention toward the brands.”