Cross-Cultural Challenges in Product PlacementMarketing Intelligence % Planning
AbstractThe 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 InformationTaejun 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/