Can negative characters in soap operas be positive for product placement?

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• 作者：José ; Antó ; nio Dias^a ; ^{joseptdias@gmail.com} ; José ; G. Dias^a ; ^{jose.dias@iscte.pt} ; Carmen Lages^b ; ^{carmenlages@novasbe.pt}
• 关键词：Product placement ; Brand placement ; Parasocial relationship ; Positive-negative asymmetry ; Soap opera characters
• 刊名：Journal of Business Research
• 出版年：2017
• 出版时间：February 2017
• 年：2017
• 卷：71
• 期：Complete
• 页码：125-132
• 全文大小：630 K
• 卷排序：71

文摘

This experimental study explores product placement effectiveness. The moderator role of the type of character is the key finding of this study. The moderation (by type of character) reveals a positive-negative asymmetry. Results show direct and indirect effects in the model. Negative characters can be effective vehicles for product placement.