Consumers Perceptions of the Ethics of Brand Placement in Hollywood Movies: A Cross-Cultural Study of Chinese and English Students at the University of Nottingham.
This qualitative study explores how ethical brand placement in Hollywood movies is perceived to be by consumers. This industry has grown rapidly over the last few decades. However, the ethical guidelines in place are not currently sufficient to ensure the protection of the consumer. In an age of glo...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
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2008
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| Online Access: | https://eprints.nottingham.ac.uk/22199/ |