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dc.contributor.authorOlsen, Lars Erling
dc.contributor.authorLanseng, Even Johan
dc.date.accessioned2012-11-14T09:16:16Z
dc.date.available2013-07-01T23:00:21Z
dc.date.issued2012
dc.identifier.issn1479-1803 (e-utg)
dc.identifier.urihttp://hdl.handle.net/11250/93616
dc.descriptionThis is the author’s final, accepted and refereed manuscript to the article.no_NO
dc.description.abstractBrand placements have become popular as an alternative brand communication tool for many companies. Previous research on brand placements has mainly considered the communication effects of brands placed in television programmes, films and computer games. To our knowledge, only one recently published article has looked into brand placements in narrative fiction. Hence, the current article is among the first papers to study the effects of brand placements in narrative fiction, and among the first papers to investigate consumers’ attitudes towards such placements. The basic proposition is that brand prominence (high plot integration versus low plot integration) is positively related to favourable attitudes towards the brand. Additionally, we propose that plot integration interacts with reader involvement in the text, thereby increasing the importance of visible and dominant brands placed in the text for high-involvement consumers. An experiment manipulating plot integration and reader involvement supports our proposed main and interaction effects.no_NO
dc.language.isoengno_NO
dc.publisherPalgrave Macmillanno_NO
dc.subjectbrand placementsno_NO
dc.subjectattitudesno_NO
dc.subjectliteratureno_NO
dc.subjectmarketing communicationno_NO
dc.subjectplot integrationno_NO
dc.subjectreader involvementno_NO
dc.titleBrands in texts: attitudinal effects of brand placements in narrative fictionno_NO
dc.typeJournal articleno_NO
dc.typePeer reviewedno_NO
dc.source.pagenumber702-711no_NO
dc.source.volume19no_NO
dc.source.journalJournal of Brand Managementno_NO
dc.source.issue8no_NO
dc.identifier.doihttp://dx.doi.org/10.1057/bm.2012.4


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