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

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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Bibliographic Details
Main Authors: CLARENCE ANTHONY PUSPANATHAN, KHENG KIA KHOR, CHARLES SPR RAMENDRAN
Format: Article
Language:English
Published: UUM Press 2024-01-01
Series:International Journal of Management Studies
Subjects:
Brand recall
consumer purchase intentions
cinema patrons
movies and product placement
Online Access:https://e-journal.uum.edu.my/index.php/ijms/article/view/14895

Internet

https://e-journal.uum.edu.my/index.php/ijms/article/view/14895

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