Abstract
Product placement has emerged as a prominent marketing communication strategy within contemporary entertainment media. In contrast to conventional advertising formats, product placement incorporates brands directly into narrative content, enabling marketers to engage audiences in a more contextually embedded and less intrusive manner. The Influence of product placement on audience cognition, brand recall and behavioural responses has been extensively studied in the areas of marketing, media studies and consumer psychology. However, the existing research has focused largely on general products rather than fashion brands. Additionally, numerous investigations prioritise objective attributes of brand exposure while disregarding audience perceptions of visibility. In this review, the literature is organised into five thematic domains: conceptual foundations of product placement, structural characteristics of brand placement visibility, cognitive and persuasive effects on brand placement, celebrity influence and social learning mechanisms, and media influence on fashion consumption. The review synthesises prior research on product placement. The review critically integrates these streams to identify key research voids related to fashion brand placement and proposes an integrated conceptual perspective that links observed brand exposure metrics derived from the movie content analysis with perceived brand exposure metrics derived from viewers' perceptions. The paper concludes by delineating potential avenues for future research that will investigate the impact of cinematic brand visibility on the behaviour of younger audiences in relation to fashion.