Brand Placements in Movies: The Impact of Modality, Prominence and Plot Connection on Attitude and Behavioral Intention

TL;DRAbstract

The aim of this study is to examine the impact of three essential brand placement characteristics on brand attitudes towards and purchase intentions of brands placed in movies. Previous studies examining the effectiveness of brand placement have yielded mixed results. The mixed findings indicate that not all brand placements are equally effective. This may be due to a differentiating impact of varying types of brand placements. Modality, prominence and plot connection are key constructs of brand placement that have been repeatedly shown to influence brand placement effectiveness. In the past, a majority of empirical studies measured the effectiveness of brand placements in terms of how well they are remembered (Babin and Carder 1996; Gupta and Lord 1998; Johnstone and Dodd 2000; Nelson 2002; Roehm, Roehm and Boone 2004; Vollmers and Mizerski 1994). However, since research has shown that recall may be a poor predictor of persuasion (Mackie and Asuncion 1990), research on the effectivene

Chat with Paper

AI Agents for this Paper