The Effects of Brand Placement Disclosures in Fiction
Abstract
The present study is the first to explore the effects of brand placement disclosures in fiction. Prior to reading a short story featuring an unfamiliar brand, participants were exposed to either a brand-unspecific, brand-specific, or no placement disclosure. A longitudinal design was employed, such that conceptual persuasion knowledge (advertising recognition) and author-related perceptions (trustworthiness, intrinsic and ulterior motives for...
Paper Details
Title
The Effects of Brand Placement Disclosures in Fiction
Published Date
Nov 11, 2021
Journal
Volume
51
Issue
4
Pages
450 - 468
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