Product placement : A study of audience perception on brand recognition and congruence

Traditional advertising has decreased while product placement in, for example, movies has increased. This has led to a problem, which is that viewers can perceive product placement as something negative. Product placement enhances viewers’ ability to recognize brands and products after watching a mo...

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Bibliographic Details
Main Authors: Hansson, Ida, Mattsson, Lovisa
Format: Others
Language:English
Published: Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle 2017
Subjects:
Online Access:http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-64517