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The Effects of Product Placement and Television Drama Types on the Consumer Responses of College Students
Authors:Austin Rong-Da Liang  Teng-Yuan Hsiao  Chun-Hao Cheng
Institution:1. Department of Leisure and Recreation Management, National Kaohsiung University of Hospitality and Tourism, No.1, Songhe Rd., Xiaogang Dist., Kaohsiung City 81271, Taiwan (ROC)rdliang@mail.nkuht.edu.twaustra@ms53.url.com.tw;4. Department of Leisure and Recreation Management, National Kaohsiung University of Hospitality and Tourism, No.1, Songhe Rd., Xiaogang Dist., Kaohsiung City 81271, Taiwan (ROC);5. The Graduate School of Hospitality Management, National Kaohsiung University of Hospitality and Tourism, No.1, Songhe Rd., Xiaogang Dist., Kaohsiung City 81271, Taiwan (ROC)
Abstract:
Keywords:product placement  television drama  restaurant  placement effectiveness
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