The Impact of Product Placement on Consumer Behaviour (Case of Georgia)
Nugzar Todua,
Giorgi Robakidze
Abstract:The paper shows the role of product (brand) placement as a special way of reaching customers in modern marketing activities. Acceptance of product placement, awareness of the placed brand, brand attitude, and purchase intention are thought to be the four key factors (variables) affecting product placement in this article. In order to determine the relationship between the named variables, marketing research was conducted, on the basis of which the respondents' opinions regarding traditional advertising and pro… Show more
Set email alert for when this publication receives citations?
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.