The influence of product placement on purchase intention and brand recall on different perceptions of verisimilitude

Authors

  • Larissa Sousa Guimarães EACH USP
  • Gabriel Lima Constantino EACH USP

DOI:

https://doi.org/10.18568/ijbmkt.4.2.132

Keywords:

Product placement, Communication, Brand Awareness, Animated film, Live action

Abstract

Product placement consists in a strategy in which brands and products are introduced into movies and series without a break in programming. This strategy has been increasingly adopted by different companies due to low public tolerance for conventional advertising. This paper aims to evaluate whether the use of product placement influences brand recall and purchase intention, in two levels of movies’ realism. To test the research hypotheses, a 2 x 2 factorial experiment (presence or absence of product placement; animated film or live action) between-subjects was conducted with 145 respondents. Tests were conducted by ANOVA. Results indicate that, unlike what is explored in the marketing literature, product placement may not be efficient

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Published

2019-12-18

How to Cite

Guimarães, L. S., & Constantino, G. L. (2019). The influence of product placement on purchase intention and brand recall on different perceptions of verisimilitude. International Journal of Business Marketing, 4(2), 19–29. https://doi.org/10.18568/ijbmkt.4.2.132

Issue

Vol. 4 No. 2 (2019): IJBMKT

Section

Jovens Cientistas

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I hereby declare that the present paper is original, not having been submitted, either fully or in part, to any other publication in any other national or international journal. I further state that once it has been published in the International Journal of Business & Marketing (IJBMKT) it will never be submitted by me or by its other authors to any other  journal. Through this instrument, on my behalf and on behalf of the other, perhaps existing, co-authors, I agree to licence the copyright of the aforementioned paper to the International Journal of Business & Marketing (IJBMKT) and I state to be aware that the failure to observe this engagement will submit the offender to the sanctions and penalties established by the Copyright Act no 9609, of February 19th, 1998.