Antecedents of product placement effectiveness across cultures

Abstract

Purpose – The purpose of this paper is to contribute to the marketing literature by developing and testing a conceptual model to examine the effects of product placement across a country low in assertiveness and performance orientation (the UK) and a country high in assertiveness and performance orientation (Hong Kong (HK)). Design/methodology/approach – A content analysis of brand appearances in high grossing films within the UK and HK was conducted followed by a 2×2 between-subjects experiment (n=572). Findings – The results indicate participants exposed to prominent placements have a less positive brand attitude and lower purchase intention toward the placed brand. Likewise, respondents exposed to a less well-known placed brand tend to have a less positive brand attitude and lower purchase intention toward the placed brand. There is evidence of interaction effects with cultural dimensions such as assertiveness and performance orientation within the UK and HK. Practical implications – The results suggest that product placements can be optimized through tailored campaigns targeted at markets with known cultural characteristics. With advances in digital technology, such practices are becoming more frequent and more feasible. Originality/value – This is one of the first studies to explore the effect of culture on perceptions of product placement and the first study to empirically examine the role of prominence and brand awareness, and their interactions with GLOBE values on the effectiveness of product placement.

Bollywood Industry in the Wake of Cost Cutting Measures: Role of Quality Cues on Brand Placements

“…It is evident from the previous research studies (Chan, Petrovici & Lowe, 2016;Karrh, Frith, & Callison, 2001) that the age group of 16-34 is most likely to recognize the brands placed in the movies, in addition to being the most frequent moviegoers. Universally, the entertainment world aims at attracting and keeping young viewers.…”

Model for the management of trade brands: a theoretical approach based on the General System?s Theory

“…La obtención de este valor proviene de una adecuada administración de la marca teniendo en cuenta los sectores y mercados en los que opere la marca, en especial las contingencias derivadas de la consideración de marcas globales que actúan en mercados multiculturales para la implementación de su publicidad (Almierajati, 2013) y de la necesidad de una exposición consistente (Chan et al, 2016;Hegner y Jevons, 2016), lo que propone amplios campos de investigación en la confirmación o refutación de las hipótesis propuestas para casos, sectores o mercados concretos.…”

“…La implementación de esta estrategia influye en el desempeño de la marca, no solo en términos financieros derivados del desarrollo de actitudes favorables, la preferencia y el subsiguiente consumo, sino que actuaría especialmente sobre la reputación y el reconocimiento de la marca (Porcu, Del Barrio y Kitchen, 2012), reconocimiento que sustenta una actitud positiva del consumidor real o potencial (Chan et al, 2016). En este sentido, ha de destacarse la importancia de las nuevas tecnologías de comunicación que permiten una influencia interpersonal a través de las redes sociales (Ruane y Wallace, 2015).…”

“…Por último, se consideran factores del proceso de creación y desarrollo de marca en razón de aspectos multiculturales (Almierajati, 2013;Chan et al, 2016;Hegner y Jevons, 2016), la distinción entre marcas de distribuidor y marcas de fabricante (Galván, 2007;Ghose y Lowengart, 2013;Marín, 2015) y el impacto de las nuevas tecnologías (Lozano, 2005;Vernuccio, 2014;Ruane y Wallace, 2015;Vardeman-Winter y Place, 2015).…”

Processing of product placements and brand persuasiveness

“…Further research ought to test these propositions using larger samples and other more diverse stimuli. This study is also exploratory from a cultural perspective so the findings are suggestive instead of conclusive, and further research should consider young consumers' evaluation of product placement in a wider cross-section of cultures with an experimental approach (e.g., Chan, Petrovici and Lowe 2015). Further research could be conducted to examine responses of consumers across cultures using other forms of media, specifically consumer behaviour in relation to video games is an important and growing area of research inquiry (Prugsamatz, Alpert and Lowe 2010).…”