The Effects of Product Placement in Fictitious Literature on Consumer Purchase Intention

Barnhardt, Terrence M.; Manzano, Isabel; Brito, Maria Júlia Pantoja de; Myrick, Melissa; Smith, Steven M.

doi:10.1002/mar.20926

Cited by 10 publications

(4 citation statements)

References 53 publications

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“…Acceptance of product (brand) placement in films plays an essential role in implementing marketing actions, which ensures high effectiveness in influencing consumers (Balakrishnan, Dousin, & Permarupan, 2012). Brand placement acceptance shows how the audience remembers the brand and how positive the consumer's perception of the brand is, which usually affects the consumer's purchase intentions (Barnhardt, Manzano, Brito, Myrick, & Smith, 2016). Brand awareness refers to consumers' ability to recognize and recall a brand in different situations (Aaker, 2009).…”

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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“…Por isso, estratégias para marcas mais familiares podem não funcionar da mesma maneira que para as menos conhecidas (DAVTYAN; CUNNINGHAM, 2016). O objetivo principal de um anunciante do product placement é o aumento nas vendas do produto de uma determinada marca (BARNHARDT et al;, tendo por objetivo influenciar o público, além de ser Percepção dos consumidores em relação à estratégia de PRODUCT PLACEMENT em séries de TV: Um estudo comparativo entre brasileiros e americanos uma ferramenta promocional de rápido crescimento em diferentes meios de comunicação. Além disso, o product placement se difere dos comerciais tradicionais por sua intenção persuasiva, que está mais explícita, aumentando os níveis de intenção de compra (CHAN; PETROVICI; LOWE, 2016).…”

Section: Interesse Na Marca E a Intenção De Compra Através Do Productunclassified

Percepção Dos Consumidores Em Relação À Estratégia De Product Placement Em Séries De Tv: Um Estudo Comparativo Entre Brasileiros E Americanos

et al. 2019

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O uso do product placement em séries de TV tem crescido substancialmente nos últimos anos e, por isso, existe a necessidade de entender melhor como o público percebe o uso desta estratégia de marketing. Frente a isso, este trabalho objetiva analisar a percepção que brasileiros e americanos têm em relação ao uso de product placement em séries de TV. Para o desenvolvimento do estudo, realizou-se uma pesquisa quantitativa com brasileiros e americanos, aplicada, principalmente, através de redes sociais. Além de questões de perfil do consumidor, investigaram-se os seguintes construtos: percepção geral do uso de product placement em séries de TV; aceitação do seu uso; atitudes para com o seu uso; interesse e a intenção de compra que o product placement desperta. Verificou-se que brasileiros e americanos têm boa aceitação do uso da estratégia. Americanos apresentam atitudes mais favoráveis ao uso de product placement, enquanto brasileiros têm uma percepção geral mais positiva e também apresentam maior interesse na marca e maior intenção de compra despertada através do uso de placements.

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“…To suit the purpose of the study, the relations between consumers' attitudes toward actors/actresses and the characters they play, the attitudes toward a movie, the attitudes toward product placement and brand are explained. There are numerous studies published in relation to the product placement practices in different communicational and cultural tools such as movies, TV series and literature and their effect on buying behaviors of individuals (Jin & Villegas, 2007;McKechnie & Zhou, 2003;Barnhardt, Manzano, Brito, Myrick, & Smith 2016), brand recall (Johnstone & Dodd, 2000;Argan, Velioğlu, & Argan, 2007) and the attitudes of the audience (Balasubramanian, Karrh & Patwardhan, 2006;Russell & Stern, 2006;Philips, & Noble, 2007;Cowley & Barron, 2008;Sapmaz & Tolon, 2014;Kırcova & Şirin, 2017). However, there seems to be a scarcity of research focusing on other attitudinal components affecting the audience's attitudes toward product placement, to the best of the authors' knowledge.…”

Section: Introductionmentioning

confidence: 99%

The Effects of Audience's Attitudes on Actor, Character, Movie and Product Placement on the Brand Attitude

Demirel¹

2021

İbr

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In recent years, there has been a shift in consumers' media consumption preferences from traditional to digital platforms. Adblocker applications used by consumers who do not want to be exposed to advertising and the digital platforms that offer ad-free content make it increasingly difficult for brands to reach audiences in a highly saturated advertising environment. In this environment, product placement remains essential in reaching the target audiences due to the advantages it offers to brands compared to traditional advertisements. The aim of this study, being distinctly different from previous research, is to test the effects of attitude toward actor and character on attitude toward movies, product placement, and brand. Furthermore, it is aimed to investigate the serial mediating effect between these attitudinal constructs. The data obtained from 300 participants were analyzed with SmartPLS 3.2.8 using partial least squares path analysis (PLS-SEM). As a result, the attitude toward the actor, character, and movie has direct and indirect effects on product placement and attitude toward the brand. Furthermore, the effect of the attitude toward movies and product placement has a serial mediating effect on the relationship between the attitude toward the actor, the character and the brand.

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The Effects of Product Placement in Fictitious Literature on Consumer Purchase Intention

Cited by 10 publications

References 53 publications

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

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

Percepção Dos Consumidores Em Relação À Estratégia De Product Placement Em Séries De Tv: Um Estudo Comparativo Entre Brasileiros E Americanos

The Effects of Audience's Attitudes on Actor, Character, Movie and Product Placement on the Brand Attitude

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