To brand or not to brand a product placement? Evidence from a field study of two influence mechanisms of positive portrayals of alcohol in film
ConclusionsThe findings suggest caution about the recommended policy of removing branding from alcohol placements, such as in the case with plain packaging in tobacco, and instead call for effective policies to constrain alcohol product placement, as was done with tobacco placements.
Source: Drug and Alcohol Review - Category: Addiction Authors: Ignacio Redondo, Cristel A. Russell, Jorge Bernal Tags: Original Paper Source Type: research