Download This PaperConsumers, Characters, and Products: A Balance Model of Sitcom Product Placement Effects
Journal of Advertising, 35 (1), 7-18 (Lead article) (2006)
15 Pages Posted: 18 Nov 2015
Date Written: 2006
Abstract
This study examines the influence of product placements in television serial comedies in consumer attitudes.
Suggested Citation: Suggested Citation
Russell, Cristel and Stern, Barbara, Consumers, Characters, and Products: A Balance Model of Sitcom Product Placement Effects (2006). Journal of Advertising, 35 (1), 7-18 (Lead article) (2006), Available at SSRN: https://ssrn.com/abstract=2691679
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