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Do Brands Improve Consumer Perception Due to Product Placement in Emerging Markets?

  • Rajesh Kumar Srivastava
  • Manoj Bhide
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)

Abstract

The purpose of this paper is to examine the role of the product placement in the film on purchase intention, attitude and change in perception. For this study, we selected recently released film and interviewed the filmgoers after he came out of the theatre through intercept technique. The products have improved brand recall, perception, and brand recommendation, ‘feeling’ towards brands, association and purchase intentions which are our dependent variables in our study. Brand image, country image, value for money and culture affect these dependent variables as per our present study. Low-involved products get more mileage from product placement. The effect of product placement in low- and high-involved brand is explained for the first time through application of alternative hierarchy’s theory of social judgement theory (1980) and Gestalt theory of familiarity. Our paper bridges the gap between theory and practice by suggesting improvement in product placement in nontraditional media like film.

Keywords

Product placement Brand recall Brand building Type of products Consumer perception 

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Copyright information

© Academy of Marketing Science 2018

Authors and Affiliations

  1. 1.Sydenham Institute of ManagementUniversity of MumbaiMumbaiIndia

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