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International Journal of Advertising
The Review of Marketing Communications
Volume 34, 2015 - Issue 5
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Original Articles

Good guy vs. bad guy: the influence of parasocial interactions with media characters on brand placement effects

Johannes KnollDepartment of Media and Business Communication, Institute of Human-Computer-Media, University of Würzburg, Würzburg, GermanyCorrespondence[email protected]
,
Holger SchrammDepartment of Media and Business Communication, Institute of Human-Computer-Media, University of Würzburg, Würzburg, Germany
,
Christiana SchallhornDepartment of Media and Business Communication, Institute of Human-Computer-Media, University of Würzburg, Würzburg, Germany
&
Sabrina WynistorfInterbrand, Zürich, Switzerland
Pages 720-743 | Received 20 Feb 2014, Accepted 15 Aug 2014, Published online: 23 Feb 2015

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