An Investigation of Chinese Audiences’ Attitude and Purchase Intention towards Product Placement in Reality Television Shows
As a popular alternative advertising format to reach customers, product placement has been increasingly important in marketing practices, such as product promotion, and many studies have investigated consumers’ attitude towards product placement in American movies. However, few researches have used...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
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2020
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| Online Access: | https://eprints.nottingham.ac.uk/63476/ |