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 language | English |
|---|---|
| Pages (from-to) | 85-101 |
| Number of pages | 17 |
| Journal | Journal of Promotion Management |
| Volume | 14 |
| Issue number | 1-2 |
| DOIs | |
| Publication status | Published - 2008 Dec 1 |
| Externally published | Yes |
Fingerprint
Keywords
- Brand placement
- Consumer attitudes
- Media
- Product placement
- Survey
ASJC Scopus subject areas
- Marketing
Cite this
New brand worlds : College student consumer attitudes toward brand placement in films, television shows, songs, and video games. / Sung, Youngjun; de Gregorio, Federico.
In: Journal of Promotion Management, Vol. 14, No. 1-2, 01.12.2008, p. 85-101.Research output: Contribution to journal › Article
}
TY - JOUR
T1 - New brand worlds
T2 - College student consumer attitudes toward brand placement in films, television shows, songs, and video games
AU - Sung, Youngjun
AU - de Gregorio, Federico
PY - 2008/12/1
Y1 - 2008/12/1
N2 - 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.
AB - 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.
KW - Brand placement
KW - Consumer attitudes
KW - Media
KW - Product placement
KW - Survey
UR - http://www.scopus.com/inward/record.url?scp=69549103993&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=69549103993&partnerID=8YFLogxK
U2 - 10.1080/10496490802498272
DO - 10.1080/10496490802498272
M3 - Article
AN - SCOPUS:69549103993
VL - 14
SP - 85
EP - 101
JO - Journal of Promotion Management
JF - Journal of Promotion Management
SN - 1049-6491
IS - 1-2
ER -