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Article dans une revue International Journal of Marketing Studies Année : 2013

Attitudes toward Product Placement: A Cross-Cultural Analysis in Tunisia, France, Italy, and Poland

Résumé

The internationalization of the film industry has contributed greatly to the development of intercultural placements of products and brands as audiovisual supports. Therefore, it becomes interesting to study the efficiency of this communication technique for different cultures. This cross-cultural research address a substantial gap of the literature investigating the effects of placement from a demand-side perspective in four different countries—two Western European, one Eastern European, and a South Mediterranean. The results reveal the significant disparities among cultures with regard to appreciation for advertising, placement in general, and creative placement techniques in particular.
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Dates et versions

hal-01369730, version 1 (25-04-2018)

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Slim Khalbous, Donata Vianelli, Tomasz Domanski, Christian Dianoux, Meriem Maazoul. Attitudes toward Product Placement: A Cross-Cultural Analysis in Tunisia, France, Italy, and Poland. International Journal of Marketing Studies, 2013, 5 (2), pp.138-153. ⟨10.5539/ijms.v5n2p138⟩. ⟨hal-01369730⟩
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