![]() ![]() This article considers aspects of place-branding applied to Nami Island and draws comparisons with the eponymous setting of the acclaimed. ![]() The exception is Nami Island, which branded itself as the Naminara Republic in 2006, and is a popular and financially successful tourist resort. Most micronations located in South Korea have only a virtual existence and little, if any, public recognition. Implications for research and practice are derived from these results. Also determines that sponsor-program congruity leads to better ethical and evaluative consumer reactions for all types of television program considered except mini-series/dramas. Furthermore, product placements that play a passive role and are not clearly expressed within the program are generally perceived as less ethical, especially when they appear in information/services magazines. Suggests that evaluations of product placement are most negative in the context of mini-series/drama television programs. Indicates that strategies of product placement impact differently on consumers' evaluative and ethical judgements and that their effects interact with the type of television program. Uses a factorial design comprising these four factors, which was operationalised by means of 12 brief written vignettes. ![]() Four factors were manipulated: type of placement, sponsor's image, type of television program and sponsor-program congruity. Reports the results of an experimental study that examines the impact of different strategies of product placement on consumer reactions in the context of television sponsorship. ![]()
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