Product Placement and Brand Equity

Article OPEN
Margherita Corniani; (2001)
  • Publisher: Symphonya. Emerging Issues in Management
  • Journal: Symphonya. Emerging Issues in Management,issue 1 Brand Equity (issn: 1593-0319, eissn: 1593-0300)
  • Related identifiers: doi: 10.4468/2001.1.07corniani
  • Subject: Product Placement; Brand Equity; Movies; Brand Image; Brand Awareness; Global Competition | http://dx.doi.org/10.4468/2001.1.07corniani [Product Placement; Brand Equity; Movies; Brand Image; Brand Awareness; Global Competition DOI]
    acm: ComputerApplications_GENERAL | ComputingMilieux_MISCELLANEOUS

Product placement is the planned insertion of a brand within a movie, a fiction, etc. It can be used with other communication tools (i.e. advertising, sales promotions, etc.) in order to disseminate brand awareness and characterize brand image, developing brand equity. ... View more
  • References (25)
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