Research on the Impacts of the Prominence of Product Placement on Brand

DOI

10.2991/978-94-6463-098-5_128How to use a DOI?

Keywords

Product placement; prominent placement; brand loyalty; attitude toward brand

Abstract

With the progress of the times and the development of science and technology, people have more and more ways of entertainment. With the progress of the entertainment era, product placement is booming, and the importance of advertising prominence is gradually emerging. Prominent placement of product placement and subtle placement of product placement will obviously affect the audience's perception and thus have an impact on the brand. This article will discuss the impact of product placement prominence. This paper conducts research through a questionnaire, collects data through a one-minute prominent advertisement placement, then conducts factor analysis and regression analysis, and finally draws conclusions. The upshot is that highlighting product placement hurts audience attitudes toward the brand but increases brand loyalty.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Xinzhu Song
PY  - 2022
DA  - 2022/12/27
TI  - Research on the Impacts of the Prominence of Product Placement on Brand
BT  - Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022)
PB  - Atlantis Press
SP  - 1136
EP  - 1144
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-098-5_128
DO  - 10.2991/978-94-6463-098-5_128
ID  - Song2022
ER  -