Open AccessBrand placements in Films and Television: An effective marketing communication strategy to influence customers
Author(s) -
Zaeem Saqif,
Shama Razi
Publication year - 2018
Publication title -
international journal of management excellence
Language(s) - English
Resource type - Journals
ISSN - 2292-1648
DOI - 10.17722/ijme.v10i3.984
Subject(s) - brand loyalty , product placement , advertising , business , marketing , sample (material) , brand awareness , product (mathematics) , brand management , variables , mathematics , chemistry , statistics , geometry , chromatography
There is a growing trend of brand or product placements in films and television shows globally, as well as in Pakistan (Aijaz, 2016; Balakrishnan, Shuaib, Dousin, & Permarupan, 2012). The aim of thisstudy is to explore the impact of brand placement strategies in film and television as a communication strategy from a viewpoint of Pakistani market.Surveys are conducted and questionnaires were distributed online among a sample of Pakistanis belonging to different income levels. Brand Placement Acceptance (BPA) is taken as independent variable, and its influence is tested on three dependent variables: Brand Loyalty (BL), Intention to Purchase (IP) and Attitude towards Brand (ATB). The results indicate that BPA has significant influence on BL, IP and ATB separately, and it can be used as an effective marketing tool to influence customers in a hyper competitive marketing landscape.This research concludes that brand placement has significantly favorable acceptance in Pakistani market.