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The Importance of the Social Context on the Impact of Product Placements

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Advances in Advertising Research (Vol. IV)

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Abstract

Product placement involves “the purposeful incorporation of a brand into an entertainment vehicle” (Russell and Belch, 2005), which includes television programs, movies, radio shows, songs and music videos, video games, plays, and even novels. Research on the impact of product placement on consumers has grown exponentially since the early 2000’s (Bressoud, Lehu, and Russell, 2010). The existing body of research offers empirical evidence of the effects of product placements on brand recall and recognition, and attitudes toward the brands placed in the content of entertainment (Auty and Lewis, 2004; Babin and Carder, 1996; Russell, 2002).

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Author information

Authors and Affiliations

  1. UTS Business School, University of Technology, Sydney, Broadway 15, Sydney, NSW 2007, Australia

    Dr Valeria Noguti

  2. Kogod School of Business, American University, Massachusetts Ave 4400, Washington, DC, 20016, USA

    Prof. Dr. Cristel Antonia Russell

Authors
  1. Dr Valeria Noguti
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  2. Prof. Dr. Cristel Antonia Russell
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Correspondence to Valeria Noguti .

Editor information

Editors and Affiliations

  1. School of Economics, Stockholm, Sweden

    Sara Rosengren

  2. School of Economics, Stockholm, Sweden

    Micael Dahlén

  3. Depto. Financiacione, Universidad Autonoma de Madrid Fac. Ciencias Econ. y Empresariales, Madrid, Spain

    Shintaro Okazaki

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Noguti, V., Antonia Russell, C. (2013). The Importance of the Social Context on the Impact of Product Placements. In: Rosengren, S., Dahlén, M., Okazaki, S. (eds) Advances in Advertising Research (Vol. IV). EAA Series. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-02365-2_9

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