The positive effect of green versus conventional brand placement: The roles of brand warmth and persuasion knowledge
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| Publication date | 2018 |
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| Book title | Advances in Advertising Research IX |
| Book subtitle | Power to Consumers |
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| Series | European Advertising Academy |
| Event | ICORIA |
| Pages (from-to) | 143-161 |
| Publisher | Wiesbaden: Springer Gabler |
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| Abstract | Brand placement is the placement of a brand in non-commercial content such as a television series or movie (Karrh, 1998) which is used by marketers to advertise brands in a less obtrusive and more natural fashion (Karrh, 1998; Russel, 2002). Although brand placement is around for decades now and a significant body of research has investigated its effects (for reviews see, Balasubramanian, 1994; Van Reijmersdal, Neijens and Smit, 2009), little is known about the role of brand types (e.g., green, conventional). |
| Document type | Conference contribution |
| Language | English |
| Related publication | Een groene gastrol Milieuvriendelijk gedrag stimuleren via sociale normen? Werkt brand placement ook voor duurzame merken? |
| Published at | https://doi.org/10.1007/978-3-658-22681-7_11 |
| Downloads |
Meijers2018_Chapter_ThePositiveEffectOfGreenVersus
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