Georgian Consumers’ Attitude towards Product Placement
Nugzar Todua,
Giorgi Robakidze
Abstract:The article explores the role of product (brand) placement in modern business. The primary factors analyzed in the study include the acceptance of product placement, brand awareness, attitudes toward brand, and purchase intention. By conducting marketing research, the study identifies the opinions of respondents concerning traditional advertising and product placement. Through regression analysis, the study determines statistically significant values that demonstrate the connection between the acceptance of pl… Show more
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