The Effect of Product Placement on Customer Interests in Mediation by Brand Awareness

Pancaningrum, Erminati; Ulani, T.

doi:10.2991/aebmr.k.200127.036

Cited by 3 publications

(3 citation statements)

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“…Studies indicate that product placement is a factor that affects brand awareness among consumers (Pancaningrum & Ulani, 2020; Kumar, 2017; Mohd-Nordin & Baharom, 2018). Besides, it is noteworthy that consumers can also recognize brands in foreign films (Pancaningrum & Ulani, 2020). However, this is only sometimes the case.…”

Section: Literature Review and Development Of Research Hypothesesmentioning

confidence: 99%

The Impact of Product Placement on Consumer Behaviour (Case of Georgia)

Todua,

Robakidze

2023

IJSMR

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The paper shows the role of product (brand) placement as a special way of reaching customers in modern marketing activities. Acceptance of product placement, awareness of the placed brand, brand attitude, and purchase intention are thought to be the four key factors (variables) affecting product placement in this article. In order to determine the relationship between the named variables, marketing research was conducted, on the basis of which the respondents' opinions regarding traditional advertising and product placement were identified. It has been demonstrated that traditional advertising loses its potency over time, and that's why product placement is now preferred in the Georgian market over traditional advertising. Using regression analysis, statistically significant values were obtained, which reflect the relationship between the acceptance of product placement and awareness of the placed brand, as well as the impact of the mentioned variables on the attitude towards brands. The article further examines how product placement influences Georgian consumer's attitudes towards brands and thereby impacts their purchase intensions.

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Section: Literature Review and Development Of Research Hypothesesmentioning

confidence: 99%

The Impact of Product Placement on Consumer Behaviour (Case of Georgia)

Todua,

Robakidze

2023

IJSMR

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“…In addition to the promotion mix it is one of the most frequently used methods which is the result of today's communication technology. Studies about product placement in the literature (Ong, 1995;Gould et al, 2000;Morton and Friedman, 2002;Balasubramanian et al, 2006;Yang and Roskos-Ewoldsen, 2007;Jin and Villegas, 2007;Kpd Balakrishnan et al, 2012;Tessitore and Geuens, 2013;Lin and Chen, 2013;Basgoze and Kazanci, 2014;Cakir and Kinit, 2014;Tekeli, 2014;Kara 2016;Alagoz and Guler, 2018;Jung and Childs, 2020;Pancaningrum and Ulani, 2020;Dundar and Coban, 2020;Basarir, 2020) have generally focused on attitudes towards product placement and the effects of these attitudes on brand recognition, brand image, perceived quality, and consumer behavior. It is understood that the studies have also focused on relationships between product placement practices and purchasing behavior.…”

Section: Literature Reviewmentioning

confidence: 99%

Examining of the Relationship between Consumer Attitudes and Purchasing Behavior towards Product Placements Included in Social Media Videos

NARCI

2023

Alanya Akademik Bakış

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This study aims to determine the effect of product placements in social media videos on purchasing behavior in Turkey. In the research, in which a mixed research method was followed, a questionnaire was chosen as the data collection technique, and in this questionnaire, there are questions about the product placement scale and the purchasing behavior scale as well as demographic expressions. The questionnaire, adapted according to the subject of the study, was applied to social media users over the age of 18 in Turkey, and 432 responses were received. The obtained data were analyzed using SPSS and Structural Equation Modeling (SEM) programs according to the hypotheses created about the research model. According to the results of the research, it is understood that only the awareness dimension of product placement has a statistically significant effect on purchasing behavior. In addition, the effect of the ethics, attitude, and control sub-dimensions of the product placement scale on awareness, which is another sub-dimension, was also examined and it was understood that only the control sub-dimension had a statistically significant effect on the awareness sub-dimension.

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“…პანკანინგრუმისა და ულანის (Pancaningrum & Ulani, 2020), კუმარის (Kumar, 2017) (Yao & Huang, 2017;Gillespie et al, 2018;Barbarossa & de Pelsmacker, 2016). კვლევებით დგინდება, რომ პროდუქტის განთავსების შედეგად გამოწვეული მომხმარებლების ბრენდის შესახებ გათვითცნობიერება მნიშვნელოვან გავლენას ახდენს ბრენდის მიმართ დამოკიდებულებაზე (Ong et al, 2022).…”

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Georgian Consumers’ Attitude towards Product Placement

Todua,

Robakidze

2023

"Positionality of Georgian Economic in the Confrontational Conditions of Globalization"

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The article explores the role of product (brand) placement in modern business. The primary factors analyzed in the study include the acceptance of product placement, brand awareness, attitudes toward brand, and purchase intention. By conducting marketing research, the study identifies the opinions of respondents concerning traditional advertising and product placement. Through regression analysis, the study determines statistically significant values that demonstrate the connection between the acceptance of placed brands and brand awareness, as well as the impact of these variables on brand attitude. Additionally, the article establishes how the attitudes of Georgian consumers toward brand influence their purchase intentions. Keywords: Product placement, consumer behavior, marketing research.

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The Effect of Product Placement on Customer Interests in Mediation by Brand Awareness

Cited by 3 publications

References 0 publications

The Impact of Product Placement on Consumer Behaviour (Case of Georgia)

The Impact of Product Placement on Consumer Behaviour (Case of Georgia)

Examining of the Relationship between Consumer Attitudes and Purchasing Behavior towards Product Placements Included in Social Media Videos

Georgian Consumers’ Attitude towards Product Placement

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