Article
Cross-Cultural Challenges in Product Placement
Marketing Intelligence % Planning
Document Type
Article
Publication Date
10-1-2011
Disciplines
Abstract
The purpose of this research is to examine US and Korean college student consumers' attitudes towards product placements in three different media (films, TV shows, and songs), and product placement acceptability based on media genre and product type.
Citation Information
Taejun David Lee, Yongjun Sung and Federico DeGregorio. "Cross-Cultural Challenges in Product Placement" Marketing Intelligence % Planning Vol. 29 Iss. 4 (2011) p. 366 - 384 Available at: http://works.bepress.com/federico_degregorio/6/