Cross-Cultural Challenges in Product Placement
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.
Marketing Intelligence % Planning
Lee, Taejun David; Sung, Yongjun; and DeGregorio, Federico, "Cross-Cultural Challenges in Product Placement" (2011). Department of Marketing. 67.