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The Influence of Korean and Chinese Customers' Perception about Product Placement inserted into Korean TV Dramas on Brand Image and Purchase Intention - Focusing on the Foodservice Industry -  

Jang, Langun (Dept. of Consumer's Life Information, Chungnam National University)
Hwang, Donghee (Dept. of Food & Nutrition, Chungnam National University)
Jeon, Min-Sun (Dept. of Food & Nutrition, Chungnam National University)
Publication Information
Culinary science and hospitality research / v.21, no.4, 2015 , pp. 309-324 More about this Journal
Abstract
The foodservice industry is applying new marketing strategies, and advertisements are the best way to convey their distinctive brand images. The foodservice companies have been choosing a type of advertising called Product Placement(PPL) because it is unconsciously shown more often than other types of advertisements while customers are watching a movie or TV drama. Therefore, the aims of this research were to investigate the influence of the customers' perception of PPL inserted into TV dramas on brand image and purchasing intention. Additionally, present study performed to identify the differences between Korean and Chinese customers. For the survey, the study used both offline and online sampling methods, and the analyzed data was from 150 Korean and 150 Chinese respondents. As results, the more respondents were positive and familiar about PPL, the higher the brand image and purchasing intention. Chinese consumers had positive perception of PPL, which positively influenced the brand image and purchasing intention while Korean consumers' ethical awareness about PPL had a negative influence. Therefore, the Korean foodservice industry needs to differentiate the strategies for the PPL marketing between the Korean and Chinese market.
Keywords
product placement(PPL); perception; band image; purchasing intention; Korean customers; Chinese customers;
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Times Cited By KSCI : 1  (Citation Analysis)
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