Antecedents of product placement effectiveness across cultures

Chan Fanny Fong Yee; Petrovici Dan; Lowe Ben

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Antecedents of product placement effectiveness across cultures

机译：跨文化产品放置效果的前提

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摘要

Purpose - The purpose of this paper is to contribute to the marketing literature by developing and testing a conceptual model to examine the effects of product placement across a country low in assertiveness and performance orientation (the UK) and a country high in assertiveness and performance orientation (Hong Kong (HK)).

机译：目的-本文的目的是通过开发和测试一个概念模型来研究在自信和绩效取向低的国家（英国）和自信和绩效取向高的国家中产品放置的影响，从而为营销文献做出贡献（香港（香港））。

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来源
《International marketing review》 |2016年第1期|5-24|共20页
作者
Chan Fanny Fong Yee; Petrovici Dan; Lowe Ben;
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作者单位

Hang Seng Management Coll, Dept Mkt, Hong Kong, Hong Kong, Peoples R China;

Univ Kent, Kent Business Sch, Mkt, Canterbury, Kent, England;

Univ Kent, Kent Business Sch, Mkt, Canterbury, Kent, England;

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原文格式 PDF
正文语种 eng
中图分类
关键词
Culture; Brand awareness; Films; Product placement; Prominence;

机译：文化;品牌意识;电影;产品放置;突出地位;

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1. Virtual Product Placement as a New Approach to Measure Effectiveness of Placements [J] . John McDonnella amp, Judy Drennana Journal of Promotion Management . 2010,第1a2期

机译：虚拟产品展示位置是一种衡量展示位置效果的新方法
2. Psychosocial antecedents of communication, trust, and relationship effectiveness in new product development projects: A functional manager perspective [J] . Kyriazis E., Couchman P., Johnson L.W. R & D Management: Research and Development Management . 2012,第3期

机译：新产品开发项目中沟通，信任和关系有效性的社会心理前提：职能经理的观点
3. The Effectiveness of Product Placement: A Field Quasi-experiment [J] . International Journal of Marketing Studies . 2012,第5期

机译：产品放置的有效性：一项现场准实验
4. The Antecedents of Virtual Collocated Team Effectiveness and Its Implication on Product Innovation: Hypotheses Development [C] . Geraldy Dadriyansyah, Amlus Ibrahim, Mohamad Ghozali Hassan, IEEE international conference on computer science and information technology . 2011

机译：虚拟并置团队有效性的前提及其对产品创新的影响：假设发展
5. Essays on product placement: An analysis of key executional and individual level factors that influence the effectiveness of product placements . [D] . Anil Pillai, Deepa. 2011

机译：关于产品展示位置的文章：对影响产品展示位置有效性的关键执行和个人层面因素的分析。
6. The Empirical Study of College Students’ E-Learning Effectiveness and Its Antecedents Toward the COVID-19 Epidemic Environment [O] . Cai-Yu Wang, Yuan-Yuan Zhang, Shih-Chih Chen 2021

机译：大学生电子学习效能及其向Covid-19流行环境的实证研究
7. Antecedents of Product Placement Effectiveness Across Cultures [O] . Chan Fanny Fong Yee, Petrovici Dan Alex, Lowe Ben 2016

机译：跨文化产品放置效果的前提

Antecedents of product placement effectiveness across cultures

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