Consumer's perceptions and attitudes when seeing product placement in cinema movies

Lenoir, Marine (2009) Consumer's perceptions and attitudes when seeing product placement in cinema movies. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

I aim at studying the degree of influence that product placements in cinema movies have on consumers’ perceptions and following attitudes. That’s why I would like to determine how consumers are affected by the growing number of product placements into cinema movies and, thereby being able to measure the effectiveness of such marketing strategy.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 04 Feb 2010 09:15
Last Modified: 26 Oct 2016 08:14
URI: http://eprints.nottingham.ac.uk/id/eprint/22809

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