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- W87653072 abstract "Effect of emotions on brand placement effectiveness is, hitherto, an unexplored area. This study examines the impact of positive emotions (happy, interest) and level of character-brand interaction level (CIL) on consumers’ response to brand placements. In the experiments conducted, it was observed that consumers in a positive emotional state were more likely to respond favourably to the placed brands when the character interaction with the placed brand was low. However, with high plot integration and character’s emotional integration with the brand in a placement sequence, the scenario changed: for happy emotion states consumers showed no change in attitudes as opposed to interest and neutral emotions, the latter, interestingly, indicated an increase in brand attitude change." @default.
- W87653072 created "2016-06-24" @default.
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- W87653072 date "2014-10-13" @default.
- W87653072 modified "2023-09-25" @default.
- W87653072 title "Do Happy Brand Placements Lead to Happy Brands?" @default.
- W87653072 doi "https://doi.org/10.1007/978-3-319-10951-0_112" @default.
- W87653072 hasPublicationYear "2014" @default.
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