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)


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.


Product placement Brand recall Brand building Type of products Consumer perception 


  1. Balasubramanian, S. K., Karrh, J. A., & Patwardhan, H. (2006). Audience response to product placements. Journal of Advertising, 35(3), 115–141.CrossRefGoogle Scholar
  2. Brennan, I. (2008). Brand Placement in Novels. International Journal of Advertising, 27(4);, 95–509.Google Scholar
  3. Brennan, I., & Babin, L. A. (2004). Brand placement recognition: The influence of presentation mode and brand familiarity. Journal of Promotion Management, Binghamton, 10(1/2), 185–202.CrossRefGoogle Scholar
  4. Chi, H. K., Yeh, H. R., Kaohsiung, (2009). The Impact of Brand Awareness on Consumer Purchase Intention: The Mediating Effect of Perceived Quality and Brand Loyalty. The Journal of International Management Studies, 49(1), 135–141Google Scholar
  5. Kit, L. C., & P’ng, E. L. Q. (2014). The effectiveness of product placement: The influence of product placement towards consumer behavior of the millennial generation. International Journal of Social Science and Humanity, 4(2), 138–142.Google Scholar
  6. Srivastava, R. K. (2012). Role of music on perceived price in retail stores-a comparative study of two strategies. International Journal of Retail management and research (IJRMR), 1(2), 74–96.Google Scholar
  7. Srivastava, R. K. (2014). Product placement by global brands as an alternative strategy: Is it worth in emerging market? Journal of Strategic Marketing, 22(3), 189–198.Google Scholar
  8. Srivastava, R. K. (2015). Influence Of Functional Value On Purchase Of Luxury Brands With Respect To Demographic Variables, Asian Academic Research Journal Of Multidisciplinary 1(30), 236–260.Google Scholar
  9. Srivastava, R. K. (2016) Promoting brands through product placement in successful and unsuccessful films in emerging market, Journal of Promotion Management, 22(3), 281–300.Google Scholar
  10. Tam, J. L. M. (2008). Brand familiarity: Its effects on satisfaction evaluations. Journal of Services Marketing, 22(1), 3–12.CrossRefGoogle Scholar
  11. Williams, K., Petrosky, A., Hernandez, E., & Page, R. (2011). Product placement effectiveness: Revisited and renewed. Journal of Management & Marketing Research, 7, 1–24.Google Scholar

Copyright information

© Academy of Marketing Science 2018

Authors and Affiliations

  1. 1.Sydenham Institute of ManagementUniversity of MumbaiMumbaiIndia

Personalised recommendations