Abstract
Developments as advertising clutter and increased aversion towards commercials have led to an increased popularity of brand placements to unobtrusively reach the customer (Cain, 2011; Glass, 2007; Van Reijmersdal, Neijens, and Smit, 2007; Wei, Fischer, and Main, 2008). However, due to its unobtrusiveness, ethical concerns have been raised about the deceptive nature of brand placements (Kuhn, Hume, and Love, 2010).
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Smink, A.R., van Reijmersdal, E.A., Boerman, S.C. (2017). Effects of Brand Placement Disclosures: An Eye Tracking Study Into the Effects Of Disclosures and the Moderating Role of Brand Familiarity. In: Zabkar, V., Eisend, M. (eds) Advances in Advertising Research VIII. European Advertising Academy. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-18731-6_7
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