Product Placement: How Brands Appear on Television

Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement

Richard E. Petty, John T. Cacioppo, David W. Schumann · Journal of Consumer Research · 1983 · 4.6K citations

Business, Marketing, Marketing Management +14

Content Analysis in Mass Communication: Assessment and Reporting of Intercoder Reliability

Matthew Lombard, Jennifer Snyder‐Duch, Cheryl Campanella Bracken · Human Communication Research · 2002 · 2.9K citations

Social Sciences, Communication, Communication Research Methods +14

Problems and Strategies in Services Marketing

Valarie A. Zeithaml, A. Parasuraman, Leonard L. Berry · Journal of Marketing · 1985 · 2.4K citations

Business, Marketing, Marketing Management +6

Content-Analysis Research: An Examination of Applications with Directives for Improving Research Reliability and Objectivity

Richard H. Kolbe, Melissa S. Burnett · Journal of Consumer Research · 1991 · 1.5K citations

Social Sciences, Psychology, Communication Research Methods +13

Endorser Effectiveness by Product Type

Hershey H. Friedman, Linda Weiser Friedman · Journal of Advertising Research · 1979 · 783 citations

Management, Marketing, Marketing Management +7