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    Mere Exposure as a Signal: Company Objectives and Research Propositions

    Scott, Kristin A. and White, Margaret A. (2016) Mere Exposure as a Signal: Company Objectives and Research Propositions. Journal of Marketing Theory and Practice, 24 (4). pp. 411-421. ISSN 1069-6679

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    As companies spend more and more money on product placement, what do they hope to gain from it? The current research answers this question by combing two divergent literature streams: mere exposure and signaling theory and proposing that this type of contact with the product is an example of mere exposure used as a signal by companies in presenting themselves to the consumer. To develop this theoretical framework, eighteen research propositions are proposed. Combining these two divergent literature streams provides a new perspective on how companies can communicate with consumers: companies may send a signal to consumers using mere exposure

    Item Type: Article
    Keywords: product placement; marketing;
    Academic Unit: Faculty of Social Sciences > School of Business
    Item ID: 11272
    Identification Number: /10.1080/10696679.2016.1205448
    Depositing User: Margaret White
    Date Deposited: 14 Oct 2019 16:21
    Journal or Publication Title: Journal of Marketing Theory and Practice
    Publisher: Taylor & Francis (Routledge)
    Refereed: Yes
    Use Licence: This item is available under a Creative Commons Attribution Non Commercial Share Alike Licence (CC BY-NC-SA). Details of this licence are available here

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