13/04/2023 (Thursday) 13:00-14:00 E21B-G002

Product Placement Research: Where We’ve Been and Where We’re Going?


Product placement, or the integration of branded information in media content, has been extensively studied in the past few decades and is regarded as a hot topic which gets hotter (Taylor 2011). Previous research has made significant contribution to the field while there are still a few less explored areas. In this research seminar, we will focus on the latest themes include the role of humour in product placement, the effect of prior disclosure of commercial initiatives, the short- and long-term memory of co-appearing brands and the perceptions of domestic and foreign brand placements. The results have significant theoretical and practical implications for the field, which will be discussed together with future research avenues


Fanny Fong Yee CHAN is an Associate Professor and Head of Department of Marketing at the School of Business, The Hang Seng University of Hong Kong. Her research interests include marketing communications, consumer psychology, sustainable consumption and psycholinguistics. Her work has been published in journals such as Asia Pacific Business Review, European Journal of Marketing, International Marketing Review, International Journal of Advertising, Journal of Advertising Research, Journal of Business Research, Journal of Marketing Communications, and others. She is also an ad-hoc reviewer for different journals and international conferences. Dr Chan got many awards including Certificate of Outstanding Contribution in Reviewing from Journal of Business Research, Research Achievement Awards and Teaching Excellence Award from School of Business in The Hang Seng University of Hong Kong, Performance Awards from Hong Kong Baptist University, and Outstanding Paper Award in the Chinese Communication Association Conference in Shanghai, China. She has also received several research grants from the Research Grant Council (RGC), HKSAR