“…However, product placement did not receive much attention in the marketing discipline and systematic study on it is just over two decades old (Russell & Stern, 2006). Chan (2012) found that previous literature of product placement can generally be grouped into five categories: analysis of the nature of brand appearance in movies or television programs (see Avery & Ferraro, 2000;Sargent, Tickle, Beach, Dalton, Ahrens, & Heatherton, 2001;La Ferle & Edwards, 2006); empirical studies of the effectiveness of product placement, usually restricted to a particular country and a particular consumer group (see Gibson & Maurer, 2000;Russell, 2002;Matthes, Schemer, & Wirth, 2007, Van Reijmersdal, Neijens, & Smit, 2007Cowley & Barron, 2008;Wei, Fischer, & Main, 2008;Gregorio & Sung, 2010); general discussion papers on the development and trends of product placement and the possible research frameworks (see Baerns, 2003;Balasubramanian, Karrh, & Patwardhan, 2006;Hackley & Tiwsakul, 2006;Newell, Salmon, & Chang, 2006); examination of practitioners' views (see Karrh, McKee, & Pardun, 2003;Russell & Belch, 2005;Craig-Lees, Scott, & Wong, 2008;Chang, Newell, & Salmon, 2009;Smit et al, 2009); and cross-cultural comparison of the acceptability and ethical issues of product placement (see Gould, Gupta, & Grabner-Kräuter, 2000;Karrh, Frith, & Callison, 2001;McKechnie & Zhou, 2003).…”