Product Placement and Brand Equity

Product placement is the planned insertion of a brand within a movie, a fiction, etc. It can be used with other communication tools (i.e. advertising, sales promotions, etc.) in order to disseminate brand awareness and characterize brand image, developing brand equity. In global markets, product pl...

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Bibliographic Details
Main Author:	Margherita Corniani
Format:	Article
Language:	English
Published:	Niccolò Cusano University-Rome 2003-06-01
Series:	Symphonya
Subjects:	product placement brand equity movies brand image brand awareness global competition
Online Access:	https://symphonya.unicusano.it/article/view/9112

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spelling	doaj-c2c1f0c17bdc48da86acbc19c5b715372021-05-13T07:43:27ZengNiccolò Cusano University-RomeSymphonya1593-03001593-03192003-06-0101668210.4468/2001.1.07corniani8654Product Placement and Brand EquityMargherita CornianiProduct placement is the planned insertion of a brand within a movie, a fiction, etc. It can be used with other communication tools (i.e. advertising, sales promotions, etc.) in order to disseminate brand awareness and characterize brand image, developing brand equity. In global markets, product placement is particularly useful for improving brand equity of brands with a well established brand awareness.https://symphonya.unicusano.it/article/view/9112product placementbrand equitymoviesbrand imagebrand awarenessglobal competition
collection	DOAJ
language	English
format	Article
sources	DOAJ
author	Margherita Corniani
spellingShingle	Margherita Corniani Product Placement and Brand Equity Symphonya product placement brand equity movies brand image brand awareness global competition
author_facet	Margherita Corniani
author_sort	Margherita Corniani
title	Product Placement and Brand Equity
title_short	Product Placement and Brand Equity
title_full	Product Placement and Brand Equity
title_fullStr	Product Placement and Brand Equity
title_full_unstemmed	Product Placement and Brand Equity
title_sort	product placement and brand equity
publisher	Niccolò Cusano University-Rome
series	Symphonya
issn	1593-0300 1593-0319
publishDate	2003-06-01
description	Product placement is the planned insertion of a brand within a movie, a fiction, etc. It can be used with other communication tools (i.e. advertising, sales promotions, etc.) in order to disseminate brand awareness and characterize brand image, developing brand equity. In global markets, product placement is particularly useful for improving brand equity of brands with a well established brand awareness.
topic	product placement brand equity movies brand image brand awareness global competition
url	https://symphonya.unicusano.it/article/view/9112
work_keys_str_mv	AT margheritacorniani productplacementandbrandequity
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Product Placement and Brand Equity

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