New brand worlds: College student consumer attitudes toward brand placement in films, television shows, songs, and video games

Yongjun Sung, Federico de Gregorio

Research output: Contribution to journalArticle

33 Citations (Scopus)

Abstract

No previous study has yet quantitatively examined attitudes toward brand placement in multiple media. A survey was conducted of 437 college students regarding their attitudes toward brand placements in films, television shows, songs, and video games. A previously unexamined element in the literature, genre, was incorporated. Our results suggest that attitudes toward brand placement are positive overall across media, but that brand placements in songs and video games are less acceptable than within films and television programs. In addition, specific genres are considered especially appropriate or inappropriate for the strategy.

Original languageEnglish
Pages (from-to)85-101
Number of pages17
JournalJournal of Promotion Management
Volume14
Issue number1-2
DOIs
Publication statusPublished - 2008
Externally publishedYes

Keywords

  • Brand placement
  • Consumer attitudes
  • Media
  • Product placement
  • Survey

ASJC Scopus subject areas

  • Marketing

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