Television Product Placement Strategy in Thailand and the UK

Hackley, Amy Rungpaka; Hackley, Chris

doi:10.14707/ajbr.130007

Cited by 3 publications

(2 citation statements)

References 32 publications

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“…Brand recall components help customers recall and compare brands (Natarajan et al, 2018). According to Hackley and Hackley (2013), many marketers want their audience to remember their brand. Studies have linked product placement to brand recall; it has been proven to increase product or service recall (Panda, 2004).…”

Section: Introductionmentioning

confidence: 99%

The Ability of a Brand Recall to Mediate Between Product Placement and Multi-Ethnic Moviegoer’s Consumer Purchase Intentions

PUSPANATHAN,

KHOR,

SPR RAMENDRAN

2024

IJMS

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Product placement has been a crucial influence for multi-ethnic Malaysian moviegoers in terms of purchase intentions. This researchwas conceptualised based on the Tripartite Typology of Product Placement by Russel (1998) and the Planned Behaviour Theory(TPB) by Ajzen (1985). This investigation measured how brand recall mediated the relationship between plot integration, audiostimulus, visual stimulus and consumer purchasing intentions. The research focused primarily on multi-ethnic cinemagoers in Peninsula Malaysia. Past research has also proven that the ethnic background of an individual does have a positive impact on the purchase intentions of the individual. This research studied the purchase intentions of each ethnicity in Peninsular Malaysia to determine if there is a difference among the purchase intentions of respondents when it comes to brand recall mediating the relationship between product placement and the various modalities of product placement. Respondents were sampled from all states within Peninsula Malaysia except for the states of Kelantan and Perlis due to the unavailability of operating cinemas in these states. Respondents were invited to participate after they had watched a movie in the cinema. Preferences only for those who watched Hollywood movies. A total of 513 respondents participated in this research. A questionnaire based on the five-point Likert scale was created as the research instrument to collect data by adapting from past research. A reliability test was done to ascertain the reliabilityand validity of the instrument. Data obtained was analysed using the Smart Partial Least Squares (PLS) Software to determine the relationship between the hypotheses tested. The results generated have proven that brand recall is able to influence the relationship between plot integration, audio stimulation, visual stimulation and consumer purchase intentions of all the ethnicities in Peninsula Malaysia.

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Section: Introductionmentioning

confidence: 99%

The Ability of a Brand Recall to Mediate Between Product Placement and Multi-Ethnic Moviegoer’s Consumer Purchase Intentions

PUSPANATHAN,

KHOR,

SPR RAMENDRAN

2024

IJMS

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“…Asian brands and consumer practices in food, martial arts, music, electronic games, high fashion and many other areas have made significant inroads into Western markets (Kniazeva and Belk, 2012;Hong and Kim, 2013;Seo, 2013;Kuang-Ying Loo and Hackley, 2013). As a consequence of the rise of Asian economies, there has been increased research into Asian consumption (Fam et al, 2009), but still relatively little that uses qualitative methods (Eckhardt and Dholakia, 2013;Hackley and Hackley, 2013). As a result, Asian consumer culture is perhaps most noted in the West for the stereotypically ostentatious consumption and display of luxury brands by the rapidly growing middle and upper classes (Chadha and Husband, 2007;Lu, 2008).…”

Section: Introductionmentioning

confidence: 99%

How the hungry ghost mythology reconciles materialism and spirituality in Thai death rituals

Hackley

2015

Qualitative Market Research: An International Journal

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Purpose – The purpose of this paper is to contribute to a more nuanced understanding of Asian consumer culture by exploring how hungry ghost death ritual in the Buddhist world reconciles spiritual asceticism and materialism. Design/methodology/approach – This is an interpretive study that incorporates elements of visual semiotics, ethnography and qualitative data analysis. The native-speaking first author interviewed local ritual leaders of the Pee Ta Khon festival in Dansai, Thailand, while both authors witnessed examples of other Buddhist death rituals in Thailand and visited temples and markets selling death ritual paraphernalia. Data include translated semi-structured interview transcripts, field notes, photographs and videos, the personal introspection of the first author and also news articles and website information. Findings – The paper reveals how hungry ghost death ritual resolves cultural contradictions by connecting materialism and spirituality through consumption practices of carnival celebration with feasting, music, drinking, costumes and spirit offerings of symbols of material wealth, such as paper money and branded goods. Research limitations/implications – Further research in the form of full ethnographic studies of the same and other rituals would add additional detail and depth to the understanding of the ritual in Asian consumer culture. Originality/value – The paper extends existing qualitative consumer research into death ritual into a new area and sheds light on the way managers must locate Asian marketing initiatives within distinctively local contexts.

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“Bagels and doughnuts … round food for every mood” food advertising discourses

Maddock

Hill

2016

British Food Journal

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Purpose – The relationship between food and mood has been discussed for many years. The purpose of this paper is to extend that debate by exploring how food advertising, a key source of consumer information about food, utilises and implies varied associations between food and mood. Design/methodology/approach – The research combines a textually oriented analysis with an analysis of the visual images in a sample of typical food advertisements drawn from women’s magazines. Findings – Although healthy foods have the potential to enhance mood this is not often used as a key advertising message. Conversely, advertisements for foods that can depress mood frequently adopt messages of happiness and wellbeing. Research limitations/implications – This exploratory research provides an initial investigation of advertising discourses of food and mood at a snapshot in time. Based on the findings derived from this limited sample, further research is suggested which would provide a more comprehensive survey of food advertising. Practical implications – The research is of value to food promoters in suggesting that they review food messages and the use of emotional appeals in the light of developing scientific research on the link between food and mental wellbeing. Social implications – The growing interest in promoting mental health and wellbeing means that consumers and governments are keen to understand the relationship between food and mood and its potential influence on consumer food choices. Originality/value – This research indicates that some food advertising diverges from the scientific evidence on food and mental health and wellbeing. The research is therefore of value to food promoters and advertising regulators.

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Television Product Placement Strategy in Thailand and the UK

Cited by 3 publications

References 32 publications

The Ability of a Brand Recall to Mediate Between Product Placement and Multi-Ethnic Moviegoer’s Consumer Purchase Intentions

The Ability of a Brand Recall to Mediate Between Product Placement and Multi-Ethnic Moviegoer’s Consumer Purchase Intentions

How the hungry ghost mythology reconciles materialism and spirituality in Thai death rituals

“Bagels and doughnuts … round food for every mood” food advertising discourses

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