IDEAS home Printed from https://ideas.repec.org/a/jfr/ijba11/v7y2016i2p43-59.html
   My bibliography  Save this article

Brand ¨C Character Association and Attitude toward Brands in Movie Placements

Author

Listed:
  • Raghu Kurthakoti
  • Siva K. Balasubramanian
  • Suzanne Altobello

Abstract

This study examines the impact of brand-character association on consumer attitude toward the placed brand. A 2x2 within subjects experiment, using a full-length movie as a stimulus, was conducted on a panel of student subjects to assess the interaction effect of character¨Cbrand valence on consumer attitude. Results support a significant interaction between character and brand valence. Analyses also indicate that congruency between character and brand valence enhances affective measures toward the placed brand, supporting the congruency theory and Meaning Transfer Model. Additionally, we found that brand familiarity mediates the character-valence interaction. Limitations and Implications of the studies were also discussed.

Suggested Citation

  • Raghu Kurthakoti & Siva K. Balasubramanian & Suzanne Altobello, 2016. "Brand ¨C Character Association and Attitude toward Brands in Movie Placements," International Journal of Business Administration, International Journal of Business Administration, Sciedu Press, vol. 7(2), pages 43-59, March.
    • Handle: RePEc:jfr:ijba11:v:7:y:2016:i:2:p:43-59
    DOI: 10.5430/ijba.v7n2p43
    as

    Download full text from publisher

    File URL: http://www.sciedu.ca/journal/index.php/ijba/article/view/9161/5540
    Download Restriction: no
    File URL: http://www.sciedu.ca/journal/index.php/ijba/article/view/9161
    Download Restriction: no
    File URL: https://libkey.io/10.5430/ijba.v7n2p43?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
    ---><---

    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:jfr:ijba11:v:7:y:2016:i:2:p:43-59. 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: Jenny Zhang (email available below). General contact details of provider: http://ijba.sciedupress.com .

    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.