Utilize este identificador para referenciar este registo:
http://hdl.handle.net/10071/13460
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Campo DC | Valor | Idioma |
---|---|---|
dc.contributor.author | Dias, J. A. | - |
dc.contributor.author | Dias, J. G. | - |
dc.contributor.author | Lages, C. | - |
dc.date.accessioned | 2017-05-19T10:06:27Z | - |
dc.date.available | 2017-05-19T10:06:27Z | - |
dc.date.issued | 2017 | - |
dc.identifier.issn | 0148-2963 | - |
dc.identifier.uri | http://hdl.handle.net/10071/13460 | - |
dc.description.abstract | The purpose of this study is twofold: (1) to test how the consumer's attitude toward product placements in a television soap opera is affected by the use of different types of character: positive versus negative; and (2) to determine the circumstance in which a negative character can be appropriated in product placement The conceptual model proposes that the attitude toward product placement in general has a direct and indirect impact on the attitude toward the placed product, while the (negative or positive) nature of the television characters interacting with the placed product works as a moderator. Experimental data test the model. The stimuli were original product placements in a soap opera broadcast Results from a structural equation model show that negative characters can be effective vehicles for product placement as long as viewers meet two conditions: they manifest general acceptance of product placement and have a parasocial relationship with the character. | eng |
dc.language.iso | eng | - |
dc.publisher | Elsevier | - |
dc.relation | UID/GES/00315/2013 | - |
dc.rights | embargoedAccess | en_US |
dc.subject | Product placement | eng |
dc.subject | Brand placement | eng |
dc.subject | Parasocial relationship | eng |
dc.subject | Positive-negative asymmetry | eng |
dc.subject | Soap opera characters | eng |
dc.title | Can negative characters in soap operas be positive for product placement? | eng |
dc.type | article | - |
dc.pagination | 125 - 132 | - |
dc.peerreviewed | yes | - |
dc.journal | Journal of Business Research | - |
dc.volume | 71 | - |
degois.publication.firstPage | 125 | - |
degois.publication.lastPage | 132 | - |
degois.publication.title | Can negative characters in soap operas be positive for product placement? | eng |
dc.date.updated | 2019-04-01T14:17:46Z | - |
dc.description.version | info:eu-repo/semantics/publishedVersion | - |
dc.identifier.doi | 10.1016/j.jbusres.2016.10.010 | - |
dc.subject.fos | Domínio/Área Científica::Ciências Sociais::Economia e Gestão | por |
iscte.identifier.ciencia | https://ciencia.iscte-iul.pt/id/ci-pub-30711 | - |
iscte.alternateIdentifiers.wos | WOS:000389166300014 | - |
iscte.alternateIdentifiers.scopus | 2-s2.0-84995931528 | - |
Aparece nas coleções: | BRU-RI - Artigos em revistas científicas internacionais com arbitragem científica |
Ficheiros deste registo:
Ficheiro | Descrição | Tamanho | Formato | |
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Can negative characters in soap operas be positive for product placement..pdf Restricted Access | Versão Editora | 598,91 kB | Adobe PDF | Ver/Abrir Request a copy |
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