Product Placement in Movies: Relationship Between Beliefs Towards Product Placement and Usage Behavior
DOI:
https://doi.org/10.17010/ijom/2015/v45/i7/79927Keywords:
Product Placement in Movies
, Beliefs about Product Placement, Behavior, AdvertisingPaper Submission Date
, July 13, 2014, Paper sent back for Revision, February 2, 2015, Paper Acceptance Date, March 15, 2015.Abstract
Product placement (PL) in movies is an emergent media vehicle for promoting brands and products. It is receiving a great deal of attention from both academicians and media persons. This paper presented an exploratory quantitative study that reports the beliefs of 163 college going students towards the practice of product placements and links them with product usage behavior. The study suggests that some beliefs are very useful in predicting the usage behavior and can be used potentially by marketers. A very limited number of studies have tried to explore this relationship in the past.Downloads
Downloads
Published
How to Cite
Issue
Section
References
Balasubramanian, S. K. (1994). Beyond advertising and publicity: Hybrid messages and public policy issues. Journal of Advertising, 23 (4), 29- 46. DOI:10.1080/00913367.1943.10673457
Brennan, I., Dubas, K. M., & Babin, L. A. (1999). The influence of product placement type and exposure on product placement recognition. International Journal of Advertising : The Review of Marketing Communications, 18 (3), 323- 337. DOI:10.1080/02650487.1999.11104764
Choubey, V., & Bumb, R. (2013). Promotion using product placement in movies: Perception of rural and urban Indian audience. Indian Journal of Marketing, 43 (4), 35-41.
Dolan, R. J., & Fournier, S. M. (2002). Launching the BMW Z3 Roadster (Case 597-002). Cambridge, MA : Harvard Business School.
Erik. (2012, November 4). Product placement in pictures: Skyfall. Brands&Films. Retrieved from http://brandsandfilms.com/2012/11/product-placement-in-pictures-skyfall/
Gokhale, S. V. (2010). Comparative study of the practice of product placement in Bollywood and Hollywood movies (Master's Thesis, Paper 3860). Retrieved from http://scholarworks.sjsu.edu/etd_theses/3860
Gould, S. J., Gupta, P. B., & Grabner- Kräuter, S. ( 2000). Product placement in movies: A cross cultural analysis of Austrian, French & American consumers' attitudes towards this emerging international promotional medium. Journal of Advertising, 29 (4), 41-58. DOI:10.1080/00913367.2000.10673623
Gupta, P. B., Balasubramanian, S. K., & Klassen, M. (2000). Viewers' evaluations of product placements in movies: Public policy issues and managerial implications. Journal of Current Issues and Research in Advertising, 22 (2), 41 - 52.
Gupta, B.P., & Gould, S. J. (1997). Consumers' perceptions of the ethics and acceptability of product placements in movies: Product category and individual differences. Journal of Current Issues & Research in Advertising, 19 (1), 37-50. DOI:10.1080/10641734.1997.10505056
Gupta, B. P., & Lord, K. R. (1998). Product placement in movies: The effect of prominence and mode on audience recall. Journal of Current Issues and Research in Advertising, 20(1), 47-59. DOI:10.1080/10641734.1998.10505076
Hofstede, G. (2001). Culture's consequences: Comparing values, behaviors, institutions and organizations across nations. Thousand Oaks, CA: Sage Publications.
Karrh, J. A. (1998). Brand placement: A review. Journal of Current Issues & Research in Advertising, 20 (2), 31-49. DOI:10.1080/10641734.1998.10505081
Karrh, J.A., Frith, K. T., & Callison, C. (2001). Audience attitudes towards brand (product) placement: Singapore and United States. International Journal of Advertising : The Review of Marketing Communications, 20 (1), 3-24. DOI:10.1080/02650487.2001.11104874
Kaur, B (2014). Product placement in movies: The Bollywood experience. Global Journal of Finance and Management, 6 (1), 53-58.
Kureshi, S., & Sood, V. (2009). In film placements of product brands in Hindi films: Practices & preferences. South Asian Journal of Management, 19 (2), 37-59.
Mathur, M., & Goswami, S. (2012). A study of consumer behavior and product placement in Indian cinema. Annals of Management Research, 2 (1), 29-38.
McKechnie, S. A., & Zhou, J. (2003). Product placement in movies: A comparison of Chinese and American consumers' attitudes. International Journal of Advertising : The Review of Marketing Communications, 22 (3), 349-374. DOI:10.1080/02650487.2003.11072858
Morton, C. R., & Friedman, M. (2002). "I saw it in the movies" : Exploring the link between product placement beliefs and reported usage behavior. Journal of Current Issues & Research in Advertising, 24 (2), 33-40. DOI:10.1080/10641734.2002.10505133
Nebenzahl, I. D., & Secunda, E. (1993). Consumers' attitudes towards product placement in movies. International Journal of Advertising, 12 (1), 1-11.
Nelli, R. P. (2009). Italian young people's attitudes toward product placement in movies: A cross cultural comparison of product placement acceptability. Communicative Business, 2, 58-85.
Nelson, M.R., & Devanathan, N. (2006). Brand placements Bollywood style. Journal of Consumer Behavior, 5 (3), 211-221. DOI: 10.1002/cb.173
Panda, T.K. (2004). Effectiveness of product placements in Indian films and its effects on brand memory and attitude with special reference to Hindi films. The IUP Journal of Marketing Management, August , 42-56.
Sharma, S., Chadha, S. K., & Goyal, B. B. (2014). Product placement effectiveness in a Bollywood movie with debutant actors: A case study. Indian Journal of Marketing, 44(11), 22 -35.
Sung, Y., de Gregorio, F. d., & Jung, J. - H. (2009). Non - student consumer attitudes towards product placement : Implications for public policy and advertisers. International Journal of Advertising : The Review of Marketing Communications, 28 (2), 257-285. DOI:10.2501/S0265048709200564
