Brand placements in korean films, 1995-2003: A content analysis

Yongjun Sung, Jongsuk Choi, Federico De Gregorio

Research output: Contribution to journalArticlepeer-review

15 Citations (Scopus)


A content analysis was conducted of the top 10 most popular Korean films of each year between 1995 and 2003. The study examines to what extent and in what context brands have been placed in Korean films over the nine-year period. Results indicate that brands are prevalent and occurrences have increased over time. Comedy and action were the most popular genres for placement. In terms of product/service categories, non-alcoholic beverage, alcoholic beverage, automobile, clothing, and food brands appeared most often, and Coca Cola was the most frequently occurring brand. Marketing and public policy implications and future research directions are provided.

Original languageEnglish
Pages (from-to)39-53
Number of pages15
JournalJournal of International Consumer Marketing
Issue number3-4
Publication statusPublished - 2008
Externally publishedYes


  • Brands
  • Content analaysis
  • Korea
  • Product placement

ASJC Scopus subject areas

  • Management Information Systems
  • Marketing


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