IDEAS home Printed from https://ideas.repec.org/a/cub/journm/v14y2019i1p23-33.html
   My bibliography  Save this article

Perception of product placement usage by Slovak consumers

Author

Listed:
  • Michal Budinský

    (Matej Bel University in Banská Bystrica, Banská Bystrica, Slovak Republic)

  • Janka Táborecká-Petrovičová

    (Matej Bel University in Banská Bystrica, Banská Bystrica, Slovak Republic)

Abstract

In recent years, increasing number of companies have used a product placement as a specific form of advertisement for promotion of their products. Many of them very quickly experienced different positive effects accompanied with this specific tool. One of these effects is reflected by brand image improvement of promoted products. The main aim of this paper is to identify changes in consumer brand image perception in case of product placement usage. In order to reach this aim, we have examined product placement knowledge and likeness of its usage among consumers or differences between classical advertisement and product placement. As well as main focus of this paper was to investigate opinions of consumers if the product placement usage influence their perception of brand image, we realized a primary research. In this research was applied binomial test and proved that more than 50% of Slovak consumers prevail positive brand image perception connected to product placement usage. Our research results proved correlations between brand image perception and purchase intention. This paper presents the part of results of complex research focused on investigating the effect of product placement on consumer behaviour.

Suggested Citation

  • Michal Budinský & Janka Táborecká-Petrovičová, 2019. "Perception of product placement usage by Slovak consumers," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, vol. 14(1), pages 23-33.
  • Handle: RePEc:cub:journm:v:14:y:2019:i:1:p:23-33
    as

    Download full text from publisher

    File URL: https://msijournal.com/perception-of-product-placement-usage-by-slovak-consumers/
    Download Restriction: no
    ---><---

    More about this item

    Keywords

    product placement; brand image; customer perception; the use of product placement;
    All these keywords.

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

    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:cub:journm:v:14:y:2019:i:1:p:23-33. 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: Frantisek Olsavsky (email available below). General contact details of provider: https://edirc.repec.org/data/fmkomsk.html .

    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.