IDEAS home Printed from https://ideas.repec.org/a/sae/vision/v23y2019i1p31-43.html
   My bibliography  Save this article

Modelling the Effects of Brand Placements in Movies: An Investigative Study of Event Type and Placement Type

Author

Listed:
  • Chandan A. Chavadi
  • Sindhu R. Menon
  • Monika Sirothiya

Abstract

Movies are getting extremely costly and product placement has become inevitable to accommodate brands to support their budgets. Moreover, brands are demanding return on investment for their placements. This article makes an attempt to evaluate the outcome of brand placements in movies. As Indian audiences are exposed to both Hollywood and Bollywood movies, product placement is rapidly turning into a colossal path for brands to achieve their objectives by placing the brand in a subtle or blatant way. It is reasonable to count on that consumer contrast of brands will genuinely get influenced based on the type of the entertainment event (Bollywood vs. Hollywood) and type of the product placement (subtle vs. blatant). A structural equation model was developed to assess the effect of entertainment event and placement type (PT) on brand attitude (AB) and consequently on purchase intentions (PIs). The study also explores the possibility of mediation and conducted multi-group analysis on event type and PT using AMOS and SPSS. The findings help us to comprehend the event type (Hollywood movie vs. Bollywood movie) and the PT (subtle vs. blatant) that has the most significant impact on AB and subsequently on PI.

Suggested Citation

  • Chandan A. Chavadi & Sindhu R. Menon & Monika Sirothiya, 2019. "Modelling the Effects of Brand Placements in Movies: An Investigative Study of Event Type and Placement Type," Vision, , vol. 23(1), pages 31-43, March.
    • Handle: RePEc:sae:vision:v:23:y:2019:i:1:p:31-43
    DOI: 10.1177/0972262918821227
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/0972262918821227
    Download Restriction: no
    File URL: https://libkey.io/10.1177/0972262918821227?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:sae:vision:v:23:y:2019:i:1:p:31-43. 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: SAGE Publications (email available below). General contact details of provider: .

    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.