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Keywords: Identification theory
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Journal Articles
Journal of Product & Brand Management (2014) 23 (7): 516–531.
Published: 11 November 2014
... theory Advertising Brand evaluation Identification theory Meaning transfer model Product placement SEM (structural equation modeling) Social learning theory Product placement is a hugely popular practice. PQ Media (2012) estimates the amount spent on product placements at $8.25 billion...
