The Ability of a Brand Recall to Mediate Between Product Placement and Multi-Ethnic Moviegoer’s Consumer Purchase Intentions

• Main Authors: Puspanathan, Clarence Anthony, Kia, Khor Kheng, Subramaniam, Charles Ramendran SPR
• Format: Article
• Language: English
• Published: Universiti Utara Malaysia Press 2024
• Subjects: HF Commerce
• Online Access: https://repo.uum.edu.my/id/eprint/30410/1/IJMS%2031%2001%202024%20299-334.pdf; https://doi.org/10.32890/ijms2024.31.1.11; https://repo.uum.edu.my/id/eprint/30410/; https://e-journal.uum.edu.my/index.php/ijms/article/view/14895; https://doi.org/10.32890/ijms2024.31.1.11
• Institution: Universiti Utara Malaysia

Product placement has been a crucial influence for multi-ethnic Malaysian moviegoers in terms of purchase intentions. This research was conceptualised based on the Tripartite Typology of Product Placement by Russel (1998) and the Planned Behaviour Theory (TPB) by Ajzen (1985). This investigation mea...