Does “Passing the Courvoisier” always pay off? Positive and negative evaluative conditioning effects of brand placements in music videos

By Christian Schemer, Jörg Matthes, Werner Wirth, Samuel Textor. 2008

113 citations recorded by the source corpus.

Subfields: Gender Studies, Literature and Literary Theory, Marketing

View Paper: https://www.semanticscholar.org/paper/58fdeb1a03362c2ab11f4994883cd555d7f8de6b

How researchers see this paper

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

In Gender Studies

1. Brigitte Naderer
2. A. Mägi
3. Hanna Hjalmarson
4. L. Bergkvist
5. C. Stangor
6. Jörg Matthes

In Literature and Literary Theory

1. Brigitte Naderer
2. Jennifer Walinga
3. L. Bergkvist
4. C. Stangor
5. Jörg Matthes

In Marketing

1. Brigitte Naderer
2. A. Mägi
3. Hanna Hjalmarson
4. Jennifer Walinga
5. L. Bergkvist
6. Jörg Matthes
7. Yuping Liu
8. Rong Yang

Citations in the corpus

• Product placement disclosures: Exploring the moderating effect of placement frequency on brand responses via persuasion knowledge (2016, methodology): “We manipulated the frequency of the brand by cutting or repeating some images (Schemer et al. 2008).”
• Introduction to Psychology - 1st Canadian Edition (2014, background): “Burrhus Frederic Skinner called his particular brand of behaviourism radical behaviourism (1974). Radical behaviourism is the philosophy of the science of behaviour.”
• A new model of how celebrity endorsements work: attitude toward the endorsement as a mediator of celebrity source and endorsement effects (2016, background): “…and ABRAND; Schemer et al. (2008) discover that attitude towards the artist in a music video transfers to a brand placed in the video; and Basil and Herr (2006) and Lafferty, Goldsmith, and Hult (2004) find a positive relationship between attitude towards the non-profit organization in a CRM…”