Research Article
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The Effects of Audience's Attitudes on Actor, Character, Movie and Product Placement on the Brand Attitude

Year 2020, , 339 - 359, 30.11.2020
https://doi.org/10.26650/ibr.2020.49.0013

Abstract

In recent years, there has been a shift in consumers' media consumption preferences from traditional to digital platforms. Adblocker applications used by consumers who do not want to be exposed to advertising and the digital platforms that offer ad-free content make it increasingly difficult for brands to reach audiences in a highly saturated advertising environment. In this environment, product placement remains essential in reaching the target audiences due to the advantages it offers to brands compared to traditional advertisements. The aim of this study, being distinctly different from previous research, is to test the effects of attitude toward actor and character on attitude toward movies, product placement, and brand. Furthermore, it is aimed to investigate the serial mediating effect between these attitudinal constructs. The data obtained from 300 participants were analyzed with SmartPLS 3.2.8 using partial least squares path analysis (PLS-SEM). As a result, the attitude toward the actor, character, and movie has direct and indirect effects on product placement and attitude toward the brand. Furthermore, the effect of the attitude toward movies and product placement has a serial mediating effect on the relationship between the attitude toward the actor, the character and the brand.

Supporting Institution

The authors declared that this study has received no financial support.

References

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  • Balasubramanian, S. K., Karrh, J. A., & Patwardhan, H. (2006). Audience response to product placements: An integrative framework and future research agenda. Journal of advertising, 35(3), 115-141. https://www.tandfonline.com/doi/pdf/10.2753/JOA0091-3367350308?needAccess=true
  • Balasubramanian, S. K., Patwardhan, H., Pillai, D., & Coker, K.K. (2014). Modeling Attitude Constructs in Movie Product Placements. Journal of product & brand management, 23(7), 516-531.
  • Barnhardt, T. M., Manzano, I., Brito, M., Myrick, M., & Smith, S. M. (2016). The effects of product placement in fictitious literature on consumer purchase intention. Psychology & marketing, 33(11), 883-898. https://www.tandfonline.com/doi/pdf/10.2753/JOA0091-3367350308?needAccess=true
  • Brennan, I., Dubas, K. M., & Babin, L. A. (1999). The influence of product-placement type & exposure time on product-placement recognition. International Journal of Advertising, 18(3), 323-337.
  • Cohen, J. (1988). Statistical power analysis for the behavioral sciences. NJ: Lawrence Erlbaum Associates.
  • Cowley, E., & Barron, C. (2008). When product placement goes wrong: The effects of program liking and placement prominence. Journal of Advertising, 37(1), 89-98. https://www.tandfonline.com/doi/abs/10.2753/JOA0091-3367370107
  • D'Astous, A., & Touil, N. (1999). Consumer evaluations of movies on the basis of critics' judgments. Psychology & marketing, 16(8), 677-694.
  • Doğan, D. (2018). SmartPLS ile veri analizi. US: Charleston SC.
  • Deloitte. (2017) Is there and #adlergic epidemic? Ad blocking across media. Retrieved September 24, 2019 (Available from the Deloitte Web site: https://www2.deloitte.com/content/dam/Deloitte/global/Images/infographics/technologymediatelecommunications/gx-deloitte-tmt-2018-adblocking-media-report.pdf)
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  • Fornell, C. & Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
  • Gupta, P. B., & Gould, S. J. (1997). Consumers' perceptions of the ethics and acceptability of product placements in movies: Product category and individual differences. Journal of Current Issues & Research in Advertising, 19(1), 37-50. https://www.tandfonline.com/doi/abs/10.1080/10641734.1997.10505056
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  • Mackenzie, S. B., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising Pretesting Context. Journal of Marketing, 53(2), 48-65. https://www.jstor.org/stable/1251413?seq=1#metadata_info_tab_contents
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  • Ohanian, R. (1990). Construction & validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, & attractiveness. Journal of Advertising, 19(3), 39-52. https://www.tandfonline.com/doi/abs/10.1080/00913367.1990.10673191
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  • Phillips, J., & Noble, S. M. (2007). Simply captivating: Understanding consumers' attitudes toward the cinema as an advertising medium. Journal of Advertising, 36(1), 81-94. https://www.tandfonline.com/doi/abs/10.2753/JOA0091-3367360106
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  • Reklamcilar derneği (2018). Türkiye’de Tahmini Medya ve Reklam Yatırımları. Retrieved September 24, 2019 (Available from Reklamcılar Derneği Web Site: http://www.rd.org.tr/Assets/uploads/bf6ab5b5-0d86-4bc3-92a7-da47c165cb61.pdf)
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  • Rubin, R. B., & McHugh, M. P. (1987). Development of parasocial interaction relationships. Journal of Broadcasting & Electronic Media, 31 (3), 279-292. https://www.tandfonline.com/doi/abs/10.1080/08838158709386664
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Year 2020, , 339 - 359, 30.11.2020
https://doi.org/10.26650/ibr.2020.49.0013

Abstract

References

  • Argan, M., Velioğlu, M. N., & Argan, M. (2007). Marka Yerleştirme Stratejilerinin hatırlama üzerine etkisi: ‘Gora’ filmi üzerine araştırma. Elektronik sosyal bilimler dergisi, 6(19), 159-178. https://dergipark.org.tr/en/download/article-file/69925
  • Balasubramanian, S. K. (1994). Beyond advertising and publicity: Hybrid messages and public policy issues. Journal of advertising, 23(4), 29-46. https://www.jstor.org/stable/pdf/4188949.pdf?refreqid=excelsior%3A122100aa62b55be991df0f2d2c94b685
  • Balasubramanian, S. K., Karrh, J. A., & Patwardhan, H. (2006). Audience response to product placements: An integrative framework and future research agenda. Journal of advertising, 35(3), 115-141. https://www.tandfonline.com/doi/pdf/10.2753/JOA0091-3367350308?needAccess=true
  • Balasubramanian, S. K., Patwardhan, H., Pillai, D., & Coker, K.K. (2014). Modeling Attitude Constructs in Movie Product Placements. Journal of product & brand management, 23(7), 516-531.
  • Barnhardt, T. M., Manzano, I., Brito, M., Myrick, M., & Smith, S. M. (2016). The effects of product placement in fictitious literature on consumer purchase intention. Psychology & marketing, 33(11), 883-898. https://www.tandfonline.com/doi/pdf/10.2753/JOA0091-3367350308?needAccess=true
  • Brennan, I., Dubas, K. M., & Babin, L. A. (1999). The influence of product-placement type & exposure time on product-placement recognition. International Journal of Advertising, 18(3), 323-337.
  • Cohen, J. (1988). Statistical power analysis for the behavioral sciences. NJ: Lawrence Erlbaum Associates.
  • Cowley, E., & Barron, C. (2008). When product placement goes wrong: The effects of program liking and placement prominence. Journal of Advertising, 37(1), 89-98. https://www.tandfonline.com/doi/abs/10.2753/JOA0091-3367370107
  • D'Astous, A., & Touil, N. (1999). Consumer evaluations of movies on the basis of critics' judgments. Psychology & marketing, 16(8), 677-694.
  • Doğan, D. (2018). SmartPLS ile veri analizi. US: Charleston SC.
  • Deloitte. (2017) Is there and #adlergic epidemic? Ad blocking across media. Retrieved September 24, 2019 (Available from the Deloitte Web site: https://www2.deloitte.com/content/dam/Deloitte/global/Images/infographics/technologymediatelecommunications/gx-deloitte-tmt-2018-adblocking-media-report.pdf)
  • Elberse, A. (2007). The power of stars: Do star actors drive the success of movies?. Journal of Marketing, 71(4), 102-120. https://www.hbs.edu/faculty/Pages/item.aspx?num=23770
  • Fornell, C. & Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
  • Gupta, P. B., & Gould, S. J. (1997). Consumers' perceptions of the ethics and acceptability of product placements in movies: Product category and individual differences. Journal of Current Issues & Research in Advertising, 19(1), 37-50. https://www.tandfonline.com/doi/abs/10.1080/10641734.1997.10505056
  • Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E. & Tatham, R. L. (2006). Multivariate Data Analysis. NJ: Pearson Prentice Hall.
  • Hair, J.F., Tomas, G., Hult, M., Ringle, C.M. & Sarstedt, M. (2014). A Primer on partial least square structural equations modeling (PLS-SEM). Los Angeles, CA: Sage.
  • Henseler, J., Ringle, C.M. & Sarstedt, M. (2015). A New Criterion for Assessing Discriminant Validity in Variance-Based Structural Equation Modelling, Journal of the Academy of Marketing Science, 43, 115-135. https://link.springer.com/article/10.1007/s11747-014-0403-8
  • Horton, D., & Wohl, R. R. (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. Psychiatry, 19(3), 215-229.
  • Iqbal, M. (2020). Netflix Revenue and Usage Statistics. Retrieved August 14, 2020 (Available from the Business of Apps Web Site: https://www.businessofapps.com/data/netflix-statistics/)
  • Jin, C., & Villegas, J. (2007). The effect of the placement of the product in movie: Consumers' emotional responses to humorous stimuli and prior brand evaluation. Journal of Targeting, Measurement & Analysis for Marketing, 15(4), 244-255.
  • Johnstone, E., & Dodd, C. A. (2000). Placements as mediators of brand salience within a UK cinema audience. Journal of Marketing Communications. 6(3), 141-158. https://www.tandfonline.com/doi/pdf/10.1080/13527260050118649
  • Karrh, J.A., Frith, K.T. & Callison, C. (2001). Audience attitudes towards brand (product) placement: Singapore and The United States. International Journal of Advertising, 20(1), 3-24. https://www.tandfonline.com/doi/abs/10.1080/02650487.2001.11104874
  • Karrh, J. A., Mckee, K. B., & Pardun, C. J. (2003). Practitioners' evolving views on product placement effectiveness. Journal of Advertising Research, 43(2), 138-149.
  • Kırcova, İ., & Köse, Ş. (2017). Televizyon dizileri ve filmlerde ürün yerleştirmeye yönelik genç tüketicilerin tutumlarına ilişkin bir nitel araştırma. Pazarlama ve Pazarlama Araştırmaları Dergisi, 19, 51-77. http://www.pazarlama.org.tr/dergi/yonetim/icerik/makaleler/129-published.pdf
  • Knoll, J., Schramm, H., Schallhorn, C., & Wynistorf, S. (2015). Good guy vs. bad guy: The influence of parasocial interactions with media characters on brand placement effects. International Journal of Advertising, 34(5), 720-743.
  • Kurthakoti, R., Balasubramanian, S. K., & Altobello, S. (2016). Brand–Character association and attitude toward brands in movie placements. International Journal of Business Administration, 7(2), 43-59.
  • Kim, T. Y., & Shin, D. H. (2017). The survival strategy of branded content in the Over-The-Top (OTT) environment: Eye-Tracking & Q-Methodology approach in digital product placement. Telematics and Informatics, 34(7), 1081-1092.
  • Mackay, T., Ewing, M., Newton, F., & Windisch, L. (2009). The effect of product placement in computer games on brand attitude & recall. International Journal of Advertising, 28(3), 423-438.
  • McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), 310-321. https://www.jstor.org/stable/2489512?seq=1#metadata_info_tab_contents
  • McKechnie, S. A., & Zhou, J. (2003). Product placement in movies: A comparison of Chinese & American consumers’ Attitudes. International Journal of Advertising, 22(3), 349-374. https://www.tandfonline.com/doi/abs/10.1080/02650487.2003.11072858
  • Mackenzie, S. B., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising Pretesting Context. Journal of Marketing, 53(2), 48-65. https://www.jstor.org/stable/1251413?seq=1#metadata_info_tab_contents
  • Morton, C. R., & Friedman, M. (2002). “I saw it in the movies”: Exploring the link between product placement beliefs & reported usage behavior. Journal of Current Issues & Research in Advertising, 24(2), 33-40. https://www.tandfonline.com/doi/abs/10.1080/10641734.2002.10505133
  • Mohr, I. (2007). Buzz marketing for movies. Business horizons, 50(5), 395-403.
  • Muzellec, L., Kanitz, C., & Lynn, T. (2013). Fancy a coffee with friends in ‘central perk’? reverse product placement, fictional brands & purchase intention. International Journal of Advertising, 32(3), 399-417.
  • Nelson, M. R., & Devanathan, N. (2006). Brand placements Bollywood style. Journal of Consumer Behavior: An International Research Review, 5(3), 211-221. https://onlinelibrary.wiley.com/doi/abs/10.1002/cb.173
  • Newell, J., Salmon, C. T., & Chang, S. (2006). The hidden history of product placement. Journal of Broadcasting & Electronic Media, 50(4), 575-594.
  • Ohanian, R. (1990). Construction & validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, & attractiveness. Journal of Advertising, 19(3), 39-52. https://www.tandfonline.com/doi/abs/10.1080/00913367.1990.10673191
  • O'Reilly, D., & Kerrigan, F. (2013). A view to a brand: Introducing the movie brandscape. European Journal of Marketing, 47(5/6), 769-789. https://www.emerald.com/insight/content/doi/10.1108/03090561311306868/full/pdf
  • Patwardhan, H., & Patwardhan, P. (2016). When fiction becomes fact: Effect of reverse product placement on consumer attitudes. Journal of Promotion Management, 22(3), 349-369.
  • Phillips, J., & Noble, S. M. (2007). Simply captivating: Understanding consumers' attitudes toward the cinema as an advertising medium. Journal of Advertising, 36(1), 81-94. https://www.tandfonline.com/doi/abs/10.2753/JOA0091-3367360106
  • PQMedia (2018). Global Branded Entertainment Marketing Forecast 2018. Retrieved September 24, 2019 (Available from the PQ Media Web Site: https://www. pqmedia.com/product/global-branded-entertainment-marketing-forecast-2018/)
  • Reklamcilar derneği (2018). Türkiye’de Tahmini Medya ve Reklam Yatırımları. Retrieved September 24, 2019 (Available from Reklamcılar Derneği Web Site: http://www.rd.org.tr/Assets/uploads/bf6ab5b5-0d86-4bc3-92a7-da47c165cb61.pdf)
  • Ringle, C.M., Wende, S. & Becker, J.M. (2015). SmartPLS 3. Retrieved March 10, 2019 (Available from SmartPls Web Site: www.smartpls.com)
  • Rubin, R. B., & McHugh, M. P. (1987). Development of parasocial interaction relationships. Journal of Broadcasting & Electronic Media, 31 (3), 279-292. https://www.tandfonline.com/doi/abs/10.1080/08838158709386664
  • Russell, C. A. (1998). Toward a framework of product placement: Theoretical propositions. Advances in Consumer Research, 25, 357-362. https://www.acrwebsite.org/volumes/8178/volumes/v25/NA-25
  • Russell, C. A. (2002). Investigating the effectiveness of product placements in television shows: The role of modality & plot connection congruence on brand memory & attitude. Journal of Consumer Research, 29(3), 306-318. https://www.jstor.org/stable/10.1086/344432?seq=1#metadata_info_tab_contents
  • Russell, C. A., & Belch, M. (2005). A managerial investigation into the product placement industry. Journal of Advertising Research, 45(1), 73-92.
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Details

Primary Language English
Subjects Business Administration
Journal Section Articles
Authors

Elif Ülker Demirel This is me 0000-0002-5805-0452

Erkan Yıldız This is me 0000-0002-4565-779X

Publication Date November 30, 2020
Submission Date January 29, 2020
Published in Issue Year 2020

Cite

APA Ülker Demirel, E., & Yıldız, E. (2020). The Effects of Audience’s Attitudes on Actor, Character, Movie and Product Placement on the Brand Attitude. Istanbul Business Research, 49(2), 339-359. https://doi.org/10.26650/ibr.2020.49.0013

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