Department of Marketing

Title

Cross-Cultural Challenges in Product Placement

Document Type

Article

Publication Date

Fall 2011

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.

Publication Title

Marketing Intelligence % Planning

Volume

29

Issue

4

First Page

366

Last Page

384