IDEAS home Printed from https://ideas.repec.org/a/alk/jbms00/v4y2022i1id2937.html

Product Placement in Filipino Films: An approach to Consumer Purchasing Intention

Author

Listed:
  • Camile Candi Ong

    (University of Santo Tomas, Philippines)

  • Chris Joselle Santiago

    (University of Santo Tomas, Philippines)

  • Coleen Kirk Verdejo

    (University of Santo Tomas, Philippines)

Abstract

Today, the majority of advertisements are digital, and the use of product placement is becoming an important tool for marketers. The use of this tool in the media, especially in films, is attractive to consumers and businesses. The consumer’s behavior towards product placement in films is evident in most countries; however, studies on local films such as in the Philippines are still limited in the literature. Drawing from the cognitive capacity theory, this study aims to examine the effect of Product Placements in Filipino films on the consumer's purchasing intention. From the online survey of (N=384) respondents exposed to local films that were released from the years 2009 to 2019, results reveal that the study put forward a significant effect on consumer behavior with a significant relationship between product placement and consumer purchasing intention. The study concludes that product placement in Filipino films affects consumers’ purchasing intention through brand recall, awareness, and attitude.

Suggested Citation

  • Camile Candi Ong & Chris Joselle Santiago & Coleen Kirk Verdejo, 2022. "Product Placement in Filipino Films: An approach to Consumer Purchasing Intention," Journal of Business and Management Studies, Al-Kindi Center for Research and Development, vol. 4(1), pages 179-188, January.
    • Handle: RePEc:alk:jbms00:v:4:y:2022:i:1:id:2937
    DOI: 10.32996/jbms.2022.4.1.21
    as

    Download full text from publisher

    File URL: https://al-kindipublisher.com/index.php/jbms/article/view/2937
    File Function: Abstract page
    Download Restriction: no
    File URL: https://al-kindipublisher.com/index.php/jbms/article/download/2937/2615
    File Function: Full text
    Download Restriction: no
    File URL: https://libkey.io/10.32996/jbms.2022.4.1.21?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:alk:jbms00:v:4:y:2022:i:1:id:2937. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Al-Kindi Center for Research and Development (email available below). General contact details of provider: https://al-kindipublisher.com/index.php/jbms .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.