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 mea...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Universiti Utara Malaysia Press
2024
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| Subjects: | |
| Online Access: | https://repo.uum.edu.my/id/eprint/30410/1/IJMS%2031%2001%202024%20299-334.pdf https://doi.org/10.32890/ijms2024.31.1.11 |