Systematic scholarly work on product placement is just over two decades old though the
marketing communication strategy has been widely used in various media outlets. This paper …

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 …

The increase in beverage production and consumption has received significant attention in
environmental sustainability especially in terms of carbon emission. However, there has …

Purpose This research contributes to literature on marketing communication by exploring
the roles of depth of processing and the dispositional factor, need for cognition (NFC), on …

Despite frequent calls for research from policy makers and scholars, the effect of the prior
disclosure of product placement has yet to be confirmed. A preliminary analysis of eight weeks …

Even though young adults are a major audience of films and the main target group for
product placement, very few studies explore how youngsters across cultures perceive and …

Purpose Market-oriented relations has been regarded as a kind of public relations practices
widely performed by the practitioners of public relations and marketing. This study attempts …

Purpose With the prevailing use of online communication platforms, this study revisits the
definitions of trust in an online context. By exploring organizational online communications …

… Fanny Fong Yee Chan (Department of Marketing, The Hang Seng University of Hong Kong,
Shatin, New Territories, Hong Kong) … Tong, SC and Chan, FFY (2023), "Strategies to drive …

Purpose Placement prominence is a multidimensional concept. Previous studies have
defined and operationalized prominence in different ways, and no studies have tried to …