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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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Abstract
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 |
| Related URLs: | |
| URI: | https://mural.maynoothuniversity.ie/id/eprint/11272 |
| 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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