Investigating the effectiveness of product placements in television shows : The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude
Russell, C. A.Journal of Consumer Research 29 : 306 ~ 318[2002]
I'll h a ve wha t she's having : Gauging the impact of product placements on viewers
Law, S.Psychology and Marketing 17 (12) : 1059 ~ 1075[2000]
How social influence affects consumption trends in emerging markets : An empirical investigation of the consumption convergence hypothesis