Audience Response to Product Placements: An Integrative Framework and Future Research Agenda

By Siva K. Balasubramanian, James A. Karrh, Hemant Patwardhan. 2006

497 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/5896f10dea5226e56bb6341af72465608507e91b

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. E. V. van Reijmersdal
2. Brigitte Naderer
3. Michelle R. Nelson
4. Jörg Matthes
5. Esther Rozendaal
6. Moniek Buijzen
7. Peter C. Neijens
8. Edith G. Smit

In Organizational Behavior and Human Resource Management

1. E. V. van Reijmersdal
2. Brigitte Naderer
3. Peter C. Neijens
4. Bernhard Marko
5. Ralf Terlutter
6. Edith G. Smit
7. Martin Waiguny
8. Michelle R. Nelson

In Sociology and Political Science

1. E. V. van Reijmersdal
2. Michelle R. Nelson
3. Esther Rozendaal
4. Moniek Buijzen
5. Peter C. Neijens
6. Jörg Matthes
7. Brigitte Naderer
8. Edith G. Smit

Citations in the corpus

• Disclosing the persuasive nature of advergames: moderation effects of mood on brand responses via persuasion knowledge (2015, result): “Interestingly, the results for brand recall and brand and game attitudes show that disclosures and mood have dissociative effects; that is, the effects were in opposite directions (Balasubramanian, Karrh, and Patwardhan 2006).”
• The Gamification of Advertising: Analysis and Research Directions of In-Game Advertising, Advergames, and Advertising in Social Network Games (2013, background): “Advergames are created around a specific brand and often have a clear rhetoric in order to transfer specific brand information (Thomson 2010), whereas IGA is typically less capable of transferring a substantial amount of brand-related information (see Balasubramanian, Karrh, and Patwardhan 2006).”
• The Perceived Fit between Instagram Influencers and the Endorsed Brand (2019, background): “…the brand endorser and the endorsed brand has been the theme of investigations into various advertising forms, including celebrity endorsements (Amos et al., 2008) and brand placements (Balasubramanian, Karrh, and Patwardhan, 2006; Karrh, 1998; Knoll, Schramm, Schallhorn, and Wynistorf, 2015).”
• Today’s practice of brand placement and the industry behind it (2009, background): “Among these publications, three literature reviews were conducted on audience reactions to brand placement (Karrh 1998; Balasubramanian et al. 2006; Van reijmersdal et al. 2008).”
• How media factors affect audience responses to brand placement (2010, background): “Although our knowledge of brand placement is growing, a number of aspects remain unstudied (Balasubramanian et al. 2006).”
• Product placement disclosures: Exploring the moderating effect of placement frequency on brand responses via persuasion knowledge (2016, background): “Research suggests that activated persuasion knowledge can lead to counter-arguing, and subsequently to a negative attitude towards the brand (Balasubramanian, Karrh, and Patwardhan 2006; Matthes, Schemer, and Wirth 2007).”
• Good guy vs. bad guy: the influence of parasocial interactions with media characters on brand placement effects (2015, unknown): “On the other hand, it is evident that viewers, and especially their individual relationships towards media characters, have yet to be sufficiently considered in brand placement research (Balasubramanian, Karrh, and Patwardhan 2006; Karrh 1998; van Reijmersdal, Neijens, and Smit 2009).”