An Investigation of Chinese Audiences’ Attitude and Purchase Intention towards Product Placement in Reality Television Shows

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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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Bibliographic Details
Main Author:	Chen, Shanwen
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2020
Subjects:	product placement consumer attitude purchase intention Chinese reality television
Online Access:	https://eprints.nottingham.ac.uk/63476/

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