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Keywords: Brand placement
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Journal Articles
Journal:
Journal of Business Strategy
Journal of Business Strategy (2026) 47 (1): 38–51.
Published: 25 November 2025
... and managerial significance of this tactic. The aim of this paper is to conceptually delineate the practice and propose avenues for future research. Findings The authors present new insights and research questions on ill-intentioned brand placement. Specifically, the authors discuss how this marketing...
