Work

Product placement versus traditional TV commercials: new insights on their impacts on brand recall and purchase intention

Year: 2023

Type: article

Source: Journal of Asia Business Studies

DOI: 10.1108/jabs-04-2022-0126

Authors: Dulanjana Gamage, Nisha Jayasuriya, Nilmini Rathnayake, Kithmini Minoma Herath, Diunugalge Peshala Seuvandi Jayawardena, Diluksha Yasith Senarath

Institution: Sri Lanka Institute of Information Technology

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W4376155233

FWCI: 1.851

Cites: 33

Cited by: 7

Related to: 10