The Brand That Wasn't There: the Impact of Product Displacement on Brand Outcomes
Product displacement is the physical or digital removal of a brand from entertainment content. While research has examined the effectiveness of product placement, no research has examined how consumers respond to displaced brands. This research explores the psychological underpinnings of displacement on brand outcomes and demonstrates potential benefits for brands.
Kirk Kristofferson and Lea Dunn (2019) ,"The Brand That Wasn't There: the Impact of Product Displacement on Brand Outcomes", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 711-712.
Kirk Kristofferson, Ivey Business School, Canada
Lea Dunn, University of Washington, USA
NA - Advances in Consumer Research Volume 47 | 2019
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