publication . Bachelor thesis . 2015

Product placement in Hollywood blockbusters: brand recognition and attitude towards the practice : A case study on product placement attitudes among international students

Tiavin, Kiril; Köllisch, Frederic; Nurminen, Vili;
Open Access English
  • Published: 01 Jan 2015
  • Publisher: Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi
  • Country: Sweden
Abstract
Background: Advertising channels in today's marketplace are becoming more limited with the development of ad-free sources of entertainment. The phenomenon of product placements is therefore becoming one of the most important sources for advertising in media. Especially film productions have turned into a canvas for companies to display their brands upon. Purpose: The purpose of this thesis was to investigate the case of product placements in Hollywood blockbuster movies. In particular, brand recognition and audience's ac-ceptance of a brand’s presence in movies were examined. Method: A mixed method approach was applied in order to fulfill the purpose of this the...
Subjects
ACM Computing Classification System: ComputingMilieux_MISCELLANEOUS
free text keywords: product placement, marketing, brand recognition, attitude, movie
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