Do marketing media have life cycles? the case of product placement in movies

Journal of Marketing

Volumn 75, Issue 3, 2011, Pages 27-48

  Karniouchina, Ekaterina V ^a   Uslay, Can ^a   Erenburg, Grigori ^b  

^a CHAPMAN UNIVERSITY   (United States)

^b UNIVERSITY OF WESTERN ONTARIO   (Canada)

Author keywords

Cumulative abnormal returns; Event study; Habituation tedium theory; Hierarchical linear modeling; Marketing media life cycles; Movies; Product placement

Indexed keywords

EID: 79954456394     PISSN: 00222429     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkg.75.3.27     Document Type: Article

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