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

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10.1080/08961530802129227

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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.

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

Abstract

Keywords

ASJC Scopus subject areas

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