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