Viewers' Evaluations of Product Placements in Movies: Public Policy Issues and Managerial Implications

By Pola B. Gupta, Siva K. Balasubramanian, Michael L. Klassen. 2000

162 citations recorded by the source corpus.

Subfields: Literature and Literary Theory, Marketing, Organizational Behavior and Human Resource Management

View Paper: https://www.semanticscholar.org/paper/1f1e87243e56b87ed760de984a2de5f80d99f565

How researchers see this paper

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

In Literature and Literary Theory

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

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

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): “Finally, surveys have found that audiences like brand placements because they improve the realism of a movie or TV show (Gupta & Gould, 1997; Gupta et al., 2000; Nebenzahl & Secunda, 1993; Ong & Meri, 1994).”