THE ABILITY OF A BRAND RECALL TO MEDIATE BETWEEN PRODUCT PLACEMENT AND MULTI-ETHNIC MOVIEGOER’S CONSUMER PURCHASE INTENTIONS

Product placement has been a crucial influence for multi-ethnic Malaysian moviegoers in terms of purchase intentions. This research was conceptualised based on the Tripartite Typology of Product Placement by Russel (1998) and the Planned Behaviour Theory (TPB) by Ajzen (1985). This investigation me...

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Autors principals:	CLARENCE ANTHONY PUSPANATHAN, KHENG KIA KHOR, CHARLES SPR RAMENDRAN
Format:	Artigo
Idioma:	Inglês
Publicat:	UUM Press 2024-01-01
Col·lecció:	International Journal of Management Studies
Matèries:	Brand recall consumer purchase intentions cinema patrons movies and product placement
Accés en línia:	https://e-journal.uum.edu.my/index.php/ijms/article/view/14895
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