Do Marketing Media Have Life Cycles? The Case of Product Placement in Movies

By Ekaterina V. Karniouchina, Can Uslay, G. Erenburg. 2011

112 citations recorded by the source corpus.

Subfields: Marketing, Visual Arts and Performing Arts

View Paper: https://www.semanticscholar.org/paper/bee2026e0191307491e96815b64d30112a647f3c

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. Jenny van Doorn
2. Sander F. M. Beckers
3. Peter C. Verhoef
4. Katherine N. Lemon
5. Ruth N. Bolton
6. C. Noblet
7. John Th⊘gersen

Citations in the corpus

• Good, better, engaged? The effect of company-initiated customer engagement behavior on shareholder value (2018, background): “Event studies have become popular in marketing research to investigate the impact of marketing actions on firm performance, i.e., shareholder value (e.g., Karniouchina et al. 2011).”