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A publicação pode ser exportada nos seguintes formatos: referência da APA (American Psychological Association), referência do IEEE (Institute of Electrical and Electronics Engineers), BibTeX e RIS.

Exportar Referência (APA) 
Dias, J. A., Dias, J. G. & Lages, C. (2017). Can negative characters in soap operas be positive for product placement?. Journal of Business Research. 71, 125-132
Exportar Referência (IEEE) 
J. A. Dias et al.,  "Can negative characters in soap operas be positive for product placement?", in Journal of Business Research, vol. 71, pp. 125-132, 2017
Exportar BibTeX 
@article{dias2017_1714869958809,
	author = "Dias, J. A. and Dias, J. G. and Lages, C.",
	title = "Can negative characters in soap operas be positive for product placement?",
	journal = "Journal of Business Research",
	year = "2017",
	volume = "71",
	number = "",
	doi = "10.1016/j.jbusres.2016.10.010",
	pages = "125-132",
	url = "http://www.sciencedirect.com/science/article/pii/S0148296316305872"
}
Exportar RIS 
TY  - JOUR
TI  - Can negative characters in soap operas be positive for product placement?
T2  - Journal of Business Research
VL  - 71
AU  - Dias, J. A.
AU  - Dias, J. G.
AU  - Lages, C.
PY  - 2017
SP  - 125-132
SN  - 0148-2963
DO  - 10.1016/j.jbusres.2016.10.010
UR  - http://www.sciencedirect.com/science/article/pii/S0148296316305872
AB  - The purpose of this study is twofold: (1) to test how the consumer's attitude toward product placements in a television soap opera is affected by the use of different types of character: positive versus negative; and (2) to determine the circumstance in which a negative character can be appropriated in product placement The conceptual model proposes that the attitude toward product placement in general has a direct and indirect impact on the attitude toward the placed product, while the (negative or positive) nature of the television characters interacting with the placed product works as a moderator. Experimental data test the model. The stimuli were original product placements in a soap opera broadcast Results from a structural equation model show that negative characters can be effective vehicles for product placement as long as viewers meet two conditions: they manifest general acceptance of product placement and have a parasocial relationship with the character.
ER  -