KOREASCHOLAR

THE USE OF PRODUCT PLACEMENTS IN INTERNATIONAL COMMUNICATIONS: A CROSS-CULTURAL STUDY OF CONSUMER RESPONSE IN EUROPE AND LATIN AMERICA

Chris Halliburton, Charlotte Insa Tews
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/271001
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Global Marketing Conference
2014 Global Marketing Conference at Singapore (2014.07)
pp.848-859
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This study of Product Placements examines cross-cultural differences in the UK, Germany and Mexico using an online survey of 338 respondents. Although product placement can still be used as a standardised global marketing strategy significant cultural differences were found, Marketers must therefore pay attention to such differences for international product placement decisions.

Keyword
Cross-cultural differenceProduct placementInternational productPlacement decisionPractitioner view
Author
  • Chris Halliburton(ESCP Europe Business School)
  • Charlotte Insa Tews(ESCP Europe Business School)