Product placement and brand attitude development in the age of digital media with disclosure and persuasion knowledge related to brand association. A review paper from the last decade

• Main Authors: Md. Salleh, Nor Zafir, Mohd. Nor, Roshazlizawati, Hasheme E., Alharthi Rami, Abdullah, Mazilah
• Format: Article
• Language: English
• Published: ASR Research India 2022
• Subjects: HD28 Management. Industrial Management
• Online Access: http://eprints.utm.my/104211/1/AlharthiRamiHashemNorZafirMdSallehMazilahAbdullah2022_ProductPlacementandBrandAttitudeDevelopment.pdf; http://eprints.utm.my/104211/; https://journalppw.com/index.php/jpsp/article/view/1425/727

Due to the obvious increased clutter and customers' purposeful avoidance of traditional marketing, marketers have developed new strategies to effectively engage with their customers. One such method is to include media-based product placements in the tale. When customers are aware of prominent...