Product placement effects with plot connection and character liking in drama.
碩士 === 國立交通大學 === 傳播研究所 === 102 === The aim of this study is to investigate product placement in advertising and entertainment media effects. This article examines the impact of three essential brand placement characteristics – plot connection, character liking and audience involvement - on bran...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2014
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| Online Access: | http://ndltd.ncl.edu.tw/handle/04309149097712688354 |