The effect of product placement modality on memory and product attitude and purchase intention

• Main Authors: Szu-Chin Lu, 盧思親
• Other Authors: Shih-Chi Chang
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/57703091728227115484

碩士 === 國立彰化師範大學 === 企業管理學系 === 102 === Product Placement is defined as a marketing strategy that firms embed their own products or brand into a program. The use of product placement is to increase audience’s favorable attitude toward products or brand via the TV episodes or movies. Although there’re tons of marketing studies about product placement, there’s still no theoretical framework to explain why does product placement does work. In addition, product placement as a more indirect and subtle way, it’s hard to measure it correctly. Hence, how to produce effects and find correct measurement method are worthy of research. The purposes of this study are: (1) Investigate the impact of different types of product placement on the effectiveness of product placement. (2) Investigate whether the explicit memory will affect product attitude and product purchase intentions? (3) Investigate whether the implicit memory will affect the attitude product and product purchase intentions?(4) Investigate whether the attitude product will directly affect the product purchase intentions? The main results in this study are as follows:(1) Prominent product placement generates higher explicit memory than implicit product placement. (2) Implicit product placement generates higher implicit memory than prominent product placement. (3) Explicit memory is no significant positive effect on product attitude. (4) Implicit memory has a significant positive impact on product attitude. (5) Explicit memory no significant positive effect on product purchase intentions. (6) Implicit memory has a significant positive impact on product purchase intentions. (7) Products have a significant positive attitude relative impact on product purchase intentions.