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RESEARCH PRODUCT
Attitudes and related perceptions about product placement: a comparison of Finland, Italy and the United States
Nadia I. SabourSiva K. BalasubramanianGiacomo GistriDeepa Pillaisubject
product placement; brand placement; advertising; attitudes; cross-cultural research; measurement invariancemedia_common.quotation_subjectcross-cultural researchStructural equation modelingPerception0502 economics and businessCredibilityMeasurement invarianceProduct (category theory)ta512advertisingmedia_commonMarketingta511attitudesCommunication05 social sciencesPerspective (graphical)AdvertisingSettore SECS-P/08 - Economia e Gestione delle Impresebrand placementCross-cultural studiesMaturity (psychological)measurement invarianceproduct placement050211 marketingPsychologySocial psychology050203 business & managementdescription
The primary goal of our study is to explore cross-national differences in attitudes and perceptions about product placements, after investigating measurement invariance. Our cross-national focus includes three countries that have not been compared previously: Finland, Italy and the USA, which differ significantly in terms of the evolution/maturity of product placement markets, regulatory structures and cultural contexts. Motivated by earlier studies, we investigate the cross-national measurement invariance of scales to measure four research constructs related to the product placement domain (attitude toward credibility of advertising, attitude toward advertising-in-general, attitude toward placement-in-general and attitude toward regulation of placements). Our research also extends earlier work focused on similar constructs from a cross-national perspective. Results from multi-group analyses using a structural equation modeling approach indicate important and statistically significant differences in laten...
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2015-04-22 |