Le placement de produit dans les films : une communication originale, Décisions Marketing, pp.65-74, 1996. ,
Retention of Solutions: It Is Better to Give than to Receive, The American Journal of Psychology, vol.102, issue.3, pp.353-363, 1989. ,
DOI : 10.2307/1423055
Mesurer l'impact d'une publicité métaphorique, XXIII ème congrès international de l'Association Française du Marketing, 2007. ,
Customer Participation In Service Specification And Delivery, Journal of Applied Business Research (JABR), vol.10, issue.2, pp.90-97, 1994. ,
DOI : 10.19030/jabr.v10i2.5942
Consumer Made : quand le consommateur devient producteur, Décisions Marketing, pp.19-27, 2008. ,
When Product Placement Goes Wrong: The Effects of Program Liking and Placement Prominence, Journal of Advertising, vol.37, issue.1, pp.89-98, 2008. ,
DOI : 10.2753/JOA0091-3367370107
Consumer reactions to product placement strategies in television sponsorship, European Journal of Marketing, vol.3310, issue.9, pp.898-910, 1999. ,
Prominence and plot connection of brands placed in movies: effects on brand recognition and brand attitude, 2011. ,
Live is Life or Experiencing Performing Arts : Stressing the Role of Social Dimensions, 34ème European Marketing Academy Conference, 2005. ,
Connaissances des marques stockées en mémoire par les consommateurs : modèle théorique et tests empirique, Thèse de Doctorat en Sciences de Gestion, 2001. ,
Characteristics of memory associations: A consumer-based brand equity perspective, International Journal of Research in Marketing, vol.13, issue.4, pp.389-405, 1996. ,
DOI : 10.1016/S0167-8116(96)00021-3
Souvenir des marques placees dans les films: interactions entre proeminence et integration en conditions reelles d'exposition, Recherche et Applications en Marketing, vol.24, issue.1, pp.7-27, 2009. ,
DOI : 10.1177/076737010902400101
Le marketing relationnel existe-t-il ?, Décisions Marketing, pp.7-16, 2001. ,
Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process, Journal of Consumer Research, vol.16, issue.3, pp.310-321, 1989. ,
DOI : 10.1086/209217
Consumers' Attitudes Toward Product Placement in Movies, Consummers Attitudes Toward Product Placement in Movies, pp.1-11, 1993. ,
DOI : 10.1080/00913367.1981.10672780
a pratique du placement de produit dans le cinéma américain : une analyse de contenu des films entre, Actes des 9ème Journées de Recherche en Marketing de Bourgogne, pp.36-55, 1985. ,
Toward a Framework of Product Placement : Theorical Propositions, Advances in Consumer Research, pp.357-362, 1998. ,
Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude, Journal of Consumer Research, vol.29, issue.3, pp.306-318, 2002. ,
DOI : 10.1086/344432
Cashing in on crashes via brand placement in computer games, Cashing in Crashes Via Brand Placement in Computer Games, pp.321-343, 2005. ,
DOI : 10.1080/02650487.2005.11072928
Absence Makes the Mind Grow Sharper: Effects of Element Omission on Subsequent Recall, Journal of Marketing Research, vol.39, issue.2, pp.186-201, 2002. ,
DOI : 10.1509/jmkr.39.2.186.19082