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

Yongjun Sung; Jongsuk Choi; Federico De Gregorio

doi:10.1080/08961530802129227

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

Yongjun Sung, Jongsuk Choi, Federico De Gregorio

Research output: Contribution to journal › Article › peer-review

14 Citations (Scopus)

Abstract

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 language	English
Pages (from-to)	39-53
Number of pages	15
Journal	Journal of International Consumer Marketing
Volume	20
Issue number	3-4
DOIs	https://doi.org/10.1080/08961530802129227
Publication status	Published - 2008
Externally published	Yes

Keywords

Brands
Content analaysis
Korea
Product placement

ASJC Scopus subject areas

Management Information Systems
Marketing

Access to Document

10.1080/08961530802129227

Cite this

@article{355c232babd84b468cd9089c579484dc,

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

abstract = "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.",

keywords = "Brands, Content analaysis, Korea, Product placement",

author = "Yongjun Sung and Jongsuk Choi and {De Gregorio}, Federico",

year = "2008",

doi = "10.1080/08961530802129227",

language = "English",

volume = "20",

pages = "39--53",

journal = "Journal of International Consumer Marketing",

issn = "0896-1530",

publisher = "Routledge",

number = "3-4",

}

TY - JOUR

T1 - Brand placements in korean films, 1995-2003

T2 - A content analysis

AU - Sung, Yongjun

AU - Choi, Jongsuk

AU - De Gregorio, Federico

PY - 2008

Y1 - 2008

N2 - 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.

AB - 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.

KW - Brands

KW - Content analaysis

KW - Korea

KW - Product placement

UR - http://www.scopus.com/inward/record.url?scp=67650828802&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=67650828802&partnerID=8YFLogxK

U2 - 10.1080/08961530802129227

DO - 10.1080/08961530802129227

M3 - Article

AN - SCOPUS:67650828802

VL - 20

SP - 39

EP - 53

JO - Journal of International Consumer Marketing

JF - Journal of International Consumer Marketing

SN - 0896-1530

IS - 3-4

ER -

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

Abstract

Keywords

ASJC Scopus subject areas

Access to Document

Other files and links

Fingerprint

Cite this