Antecedents and consequences of consumers' attitudes toward product placements: evidence from India

Kaur, Ravineet; Sharma, Rakesh Kumar; Bakshi, Apurva

doi:10.1108/ijoem-09-2020-1087

Cited by 6 publications

(4 citation statements)

References 77 publications

(146 reference statements)

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“…The overall results of the study of Davtyan and Cunningham (2017) clearly demonstrate a positive impact of TV commercials on purchase intention in terms of both brands, "Heinz" and "Snapple" that were used in their experiment. In addition to that, one of the Indian studies emphasizes that product placements are well-liked by young adults in India because they assume that including brands in content improves the authenticity of a product image (Kaur et al, 2021). Contradictory to most existing literature, the current authors hypothesize that TV commercials are likely to evoke a higher purchase intention in consumers than product placements.…”

Section: Hypotheses Developmentmentioning

confidence: 89%

Product placement versus traditional TV commercials: new insights on their impacts on brand recall and purchase intention

Jayasuriya

2023

JABS

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Purpose The purpose of this paper is to compare the effect of marketing communication techniques concerning product placement and TV commercials on brand recall and the purchase intention of consumers. Design/methodology/approach A sample of 420 participants randomly assigned to one of the four scenarios of an experiment watched a selected episode of a Sri Lankan TV show that consisted of commercial breaks. Then, their recall and purchase intention toward the advertised/placed brand were measured using a questionnaire and binary logistic regression was the analytical tool. Findings This research indicated that a combination of product placement and TV commercials forms the highest impact on both brand recall and purchase intention. The next highest impact is created solely by product placement, while sole TV commercials make the lowest impact comparatively. Practical implications This study is beneficial to brands and entrepreneurs looking for the most effective marketing communication methods to promote their brands and products to consumers. Originality/value As an initial study performed on a comparison between two commonly used marketing communication techniques, i.e. product placement and TV commercials, in the Sri Lankan context would also enrich the global marketing literature on the comparative effectiveness of both techniques, where studies are limited so far.

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Section: Hypotheses Developmentmentioning

confidence: 89%

Product placement versus traditional TV commercials: new insights on their impacts on brand recall and purchase intention

Jayasuriya

2023

JABS

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“…Positive brand attitudes are generated when product placements are consistent with the contents plot and the affective tones it evoked (Gillespie et al, 2018). Product placements are viewed positively by consumers, who believe that including brands in content improves the authenticity of the online video (Kaur et al, 2021). Product placement is used to create brand awareness, raise the brand image, increase public relations and generate a plot for a new product launch (Russell and Belch, 2005).…”

Section: Product Placementmentioning

confidence: 99%

Effect of Timing Sequence of Brand Promotion in an Online Video-an Eye-Tracking Study

Gahlot¹,

Thapa²,

Suryavanshi³

et al. 2023

Journal of Computer Science

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Embedded marketing in online videos has become a popular form of advertising. This study aims to examine the impact of visual attention due to different sequences of product placement by content creators in their videos on brand name, product name, and brand awareness. An experimental study was conducted to investigate the effect on the viewer's attention while viewing a video based on the placement of the brand at the beginning, in the middle, and towards the end of the video. The study used an eye-tracking experiment, where fixation count and fixation duration represented visual attention and engagement, which were triangulated with a questionnaire survey. The study found a partially significant difference in visual attention due to different sequences of product promotion by the content creator, but an insignificant impact on brand awareness. The findings suggest that product placement at the beginning of the video drew more attention to the brand name and product name than the other two sequences. In particular, the frequency of attention was highest on product placement at the beginning of the video, followed by at the end of the video and in the middle of the video, respectively. Additionally, the heat map showed that the product name and brand name received the most attention among other elements. However, the three different sequences of product placement did not impact the brand awareness of the consumer. The results of this study provide new insights for content creators and advertisers when creating videos with embedded brand promotions. This study explores the impact of different sequences of product placement in a video using eye-tracking technology, allowing us to understand the subconscious behavior of the viewer and how it may impact their buying decision. This experiment will help embedded marketers understand the impact of the sequence of promoting a product/brand in a video on engagement levels, providing a glimpse into the respondent's subconscious mind.

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“…Chinchanachokchai and Gregorio (2020) adopt consumer socialization as the conceptual framework and point out that different socialization agents (peers and media) have differing effects on SMP advertising attitudes, which mediate SMP ad avoidance. Kaur et al (2021) use consumer socialization as the guiding framework to investigate product placement effectiveness through purchase intention and find that socialization agents have a significantly influence on viewers' attitudes toward product placements which in turn influence their purchase intentions. In general, studies have found that customer organization socialization has effects on customer behavior and emotion (Kelley et al, 1992;Cooper-Thomas and Anderson, 2006); however, its effects on employee behaviors and emotion in an interactive service process have not been fully discussed.…”

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

The impact of customer organization socialization: a moderated mediation model

Liu

Huang

2021

APJML

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PurposeBased on a dyadic perspective, the purpose of this paper is to include the contributions of employee and customer in a service process and to examine the underlying mechanism of customer organization socialization on service performance.Design/methodology/approachThe authors used a unique survey data pertaining to the service industry. The authors collected their data from multiple sources (customers, front-line employees and these employees' managers) in the divisions of a large service organization – Ping An Insurance (Group) Company of China. The authors adopted hierarchical regression moderated path analysis approach to examine our moderated mediation model.FindingsThe authors find that both the quality of customer service and the quality of employee service play as moderators in the relationship between customer organization socialization and service performance. And quality of customer service moderates the relationship between customer organization socialization and quality of employee service.Originality/valueThe literature has focused primarily on service performance improvement based on the dyadic perspective of customer and employee. The research develops a moderated mediation model and contributes to the literature by empirically examining customer organization socialization.

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Antecedents and consequences of consumers' attitudes toward product placements: evidence from India

Cited by 6 publications

References 77 publications

Product placement versus traditional TV commercials: new insights on their impacts on brand recall and purchase intention

Product placement versus traditional TV commercials: new insights on their impacts on brand recall and purchase intention

Effect of Timing Sequence of Brand Promotion in an Online Video-an Eye-Tracking Study

The impact of customer organization socialization: a moderated mediation model

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