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International Journal of Advertising

The Review of Marketing Communications

Volume 34, 2015 - Issue 5

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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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https://doi.org/10.1080/02650487.2015.1009350
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