Effects of brand placement disclosures: An eye tracking study into the effects of disclosures and the moderating role of brand familiarity
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| Publication date | 2017 |
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| Book title | Advances in Advertising Research VIII |
| Book subtitle | Challenges in an Age of Dis-Engagement |
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| Series | European Advertising Academy |
| Event | ICORIA 2016 |
| Pages (from-to) | 85-96 |
| Publisher | Wiesbaden: Springer Gabler |
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| Abstract | Developments as advertising clutter and increased aversion towards commercials have led to an increased popularity of brand placements to unobtrusively reach the customer (Cain, 2011; Glass, 2007; Van Reijmersdal, Neijens, and Smit, 2007; Wei, Fischer, and Main, 2008). However, due to its unobtrusiveness, ethical concerns have been raised about the deceptive nature of brand placements (Kuhn, Hume, and Love, 2010). |
| Document type | Conference contribution |
| Language | English |
| Published at | https://doi.org/10.1007/978-3-658-18731-6_7 |
| Downloads |
Book chapter AAR VIII
(Final published version)
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