• Title/Summary/Keyword: Brand Placement

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Creative Analysis of Brand Placement in Game Contents

  • Lee, Yong-Jae
    • International Journal of Contents
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    • v.7 no.1
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    • pp.37-44
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    • 2011
  • This research attempts to analyze brand placement in game. Brand placement, being acclaimed as a new beneficiary model in game industry, is raising important mean of advertising. For development of game industry, the interdisciplinary study between game and advertising is indispensible. Therefore, the purpose of this study is to find creative types of brand placement in game for illuminating how advertising works in game contents. The results showed three types of brand placement in game. They are contextual type, prominent type and independent type. Contextual type is one where the brand is present within the game contents without being formally expressed: it plays a passive role. Prominent type is one where the brand is present within the game contents with being formally expressed: it plays an active role. Independent type is one where the brand is present within the game contents with being formally expressed but it is not related with the program: it plays an additional role. The research showed, among these three types, a prominent type is becoming mainstream of brand placement in game. In other words, the prominent type of brand placement is the most effective beneficial alternative in game industry.

The Mediating Role of Brand Recall and Brand Attitude in Influencing Purchase Intention in Advergames

  • Abdul Adis, Azaze-Azizi;Kim, Hyung-Jun
    • Asia Marketing Journal
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    • v.15 no.3
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    • pp.117-139
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    • 2013
  • Research on purchase intention had showed remarkable progress in contributing to the theory of consumer behavior. Despite the popularity of academic discussions on various issues influencing purchase intention, the mediating role of brand recall and brand attitude on purchase intention, in particular advergames, has not yet been well explored, especially in developing economies such as Malaysia. Furthermore, the influence of self-brand congruity, entertainment and brand placement acceptance as antecedents to brand recall and brand attitude are expected to add value to the brand recall, brand attitude and purchase intention relationships. This paper aims to investigate the impact of the mediating role of brand recall and brand attitude on purchase intention in advergames among Malaysian gamers. The antecedents towards brand recall and brand attitude are also examined to measure their influence on purchase intention. A total of 350 Malaysian gamers were interviewed through online survey in this study. The results showed that brand recall and brand attitude mediate the relationship between self-brand congruity, entertainment and brand placement acceptance with purchase intention. Also, entertainment and brand placement acceptance were found to have a significant relationship with brand recall. As expected, brand recall and brand attitude showed a positive relationship with consumer purchase intention in advergames. It was found that self-brand congruity has a significant influence on brand attitude and purchase intention. When users see the brand which matches with them, they tend to act positively toward the brand exposed in the game. This is consistent with Escalas and Bettman (2005) who suggested that the greater the congruity, the more positive the consumer's attitude toward the brand in question. This leads to game usage and purchase (Davis and Lang, 2013). In the advergaming context, the entertainment value in advergames is very important to determine the level of enjoyment and pleasure experienced by gamers during game-playing. Therefore, the more entertaining the ads, the more it will be remembered and the greater the positive behavior of the consumer towards the advergames - this ultimately stimulates their intention to purchase the brand. This study shows the effect of brand placement on brand recall and brand attitude and also purchase intention. Brand placements might not work in games due to the interactivity involved in game-playing as people could be distracted from noticing the brand placements (Yang et al., 2006). However, the significant influence of brand placements found in this study may provide major promise for advertisers. Game players may or may not explicitly remember the brands they see in the games, but these placements may influence their brand recall and brand attitude and could therefore influence later decisions (Yang et al., 2006). In this study, it was found that self-brand congruity was not significantly related with brand recall. The reason for this could be attributed to the fact that this study examined gamers who are highly involved in the interactive medium of games which force them to focus on game play rather than advertisements; the level of recognition to remember the brand exposed in the game is low and contributes to the "mismatch" between the gamers and the said brand. The present study contributes to the existing literature of the antecedents of brand recall and brand attitude in advergames. This study contributes to the role of brand recall and brand attitude as mediators in purchase behavior theory. Academically, the relationship between brand recall and brand attitude is well known in advergaming research, but their impact as important mediators on purchase intention add new understanding in the interactive communication literature. Their mediating role may provide new insights on how they facilitate the effects of self-brand congruity, entertainment and brand placement on purchase intention. Besides that, the studies on the influence of self-brand congruity on brand recall and brand attitude and also consumer intention to purchase had not well-investigated in advergames. This study contributes to fill those gaps in advergames literature. For practitioners, this study could suggest the use of illustrative or demonstrative placements of new products to help customers remember new brands, and the use of associative placements for existing products to increase consumers' purchase intention (Ho et al., 2011). To advertisers, this study may provide useful information to improve their current advertising strategies in games, for instance, by considering game players' congruity, entertainment value and brand placement factors.

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A Study of Effects of Product Placement(PPL) on Brand Image (제품배치(PPL)가 브랜드 이미지에 미치는 영향에 관한 연구)

  • Lee, Hyun-Mi;Cho, Jai-Rip
    • Proceedings of the Korean Society for Quality Management Conference
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    • 2006.04a
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    • pp.114-119
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    • 2006
  • Brand placement, or product placement(PPL) is one of alternative promotion means of the traditional advertising communication type, and its effectiveness is getting begger because of the increase of movies, video media, and TV networks. The product placement is a new type of advertising communication means that pays the price in the movies definitely. This study is a research on the effect of the product placement on the consumption behavior and brand image.

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PPL Effect of Clothing Sponsorship in TV Drama -Focused on Adolescent Female Students- (TV드라마 협찬의상의 PPL(Product Placement)광고효과 -청소년기 여학생을 중심으로-)

  • Kim, Gyoung-A;Lee, Jin-Hwa
    • Fashion & Textile Research Journal
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    • v.9 no.2
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    • pp.221-228
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    • 2007
  • The purpose of this study was to investigate PPL(product placement) effect of apparel sponsorship in TV drama to adolescent female students. PPL effect was investigated in terms of brand recall, brand attitude, and purchase intention. The data were collected using a self-administered and structured questionnaire. Respondents were consisted of 270 middle school girls and 260 high school girls in Pusan. Cronbach's alpha, T-Test, frequency, and ANOVA test were used to conduct the data analysis on 524 out of 530 questionnaires. The result showed no difference in PPL effect between middle school students and high school students. Students shopping with friends or relatives showed higher brand attitude or purchase intention than ones shopping alone. The students watching 1-2 hours showed significantly higher brand recall, cognitive brand attitude, emotional brand attitude and purchase intention than other students watching TV drama longer. Implications for results and marketing strategies for PPL targeting adolescent students were discussed.

The Effect of Buying Experiences of the Fashion Brands on the PPL(Product Placement) Communication Effect (패션 브랜드 구매경험이 PPL(Product Placement) 커뮤니케이션 효과에 미치는 영향)

  • Shin, Su-Yun;Hong, Jung-Min
    • Journal of the Korean Society of Clothing and Textiles
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    • v.31 no.8
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    • pp.1222-1230
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    • 2007
  • This study measured the PPL communication effect whether the respondents had purchased the PPL products in the movie or not. The experiment of this study was held to females in their twenties(mostly university or graduate school students), and they answered the questionaries after being exposed to the 15-minute-edited movie. The results were as follows. In cognitive dimension, there were no differences of the recognition and the recall between two groups. In emotional and behavioral dimensions, the group with the purchase experiences of the PPL brands in the movie showed the more positive brand attitude and the higher purchase intention. The implications based on this results are as follows. First, to strengthen the brand image, the brand identity has to be established systematically. Second, the fashion marketers should constantly implement CRM(Customers Relationship Management) to the customers who purchased the brand products to make them loyal customers.

The Effect of TV Drama Clothing Interest, Fashion Involvement, Self-consciousness Level on PPL (TV드라마 의상관심도, 유행관여도, 자의식 수준이 PPL(Product Placement)효과에 미치는 영향)

  • Kim, Gyoung-A;Lee, Jin-Hwa
    • Fashion & Textile Research Journal
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    • v.10 no.3
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    • pp.281-288
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    • 2008
  • The purpose of this study was to investigate how clothing interest, fashion involvement, and self-consciousness affect brand recall, brand attitude and buying intension of the product placed on TV drama. The data were collected using a self-administered and structured questionnaire on subject of 270 middle school students and 260 high school students in Pusan. Frequency analysis, $X^2$-test, t-test, and multiple regression were used to conduct the data analysis on 524 out of 530 questionnaires. Clothing interest and the level of self-consciousness had significant influence on brand recall and emotional brand attitude of the product placed on TV drama. Self-consciousness affected cognitional brand attitude. Moreover, TV drama clothing interest and fashion involvement had a significant influence on buying intension. Therefore, TV drama clothing interest was the main factor which affected brand recall, brand attitude and buying intension of the product placed on TV drama.

Effects of PPL Attributes on Consumers' Brand Awareness and Brand Credibility (외식브랜드 PPL의 속성이 브랜드 인지도, 신뢰도에 미치는 영향)

  • Choe, Eunju;Choi, Jinkyung
    • Journal of the Korean Society of Food Culture
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    • v.33 no.6
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    • pp.543-549
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    • 2018
  • Product replacement (PPL) is used widely in marketing and plays crucial roles but the effects of the PPL attributes on a restaurant brand are not well known. Therefore, this study examined the effects of PPL attributes on brand awareness and brand credibility. In addition, the relationship among brand awareness, brand credibility, and brand loyalty was investigated. The study found that the characteristics of PPL, such as information and entertainment, affected brand awareness. On the other hand, inconvenience did not have any impact on brand awareness. In addition, information, entertainment, and inconvenience affected brand credibility. Furthermore, brand awareness and credibility influenced brand loyalty significantly. These results suggest that PPL can be a very effective way to advertise. Hence, PPL should be done with a sense of information and entertainment than simply with more frequent exposure to consumers, which that might cause inconvenience.

The Influence of Brand Consciousness and Impulsive Buying Tendency on the Attitude Toward the Product Placement (브랜드소비성향과 충동구매성향이 PPL제품 태도에 미치는 영향 연구)

  • Yang, Moonhee
    • The Journal of the Korea Contents Association
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    • v.14 no.6
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    • pp.84-92
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    • 2014
  • Unlike traditional advertising practice, product placement(ppL) has several advantages such as avoiding zapping and working as celebrity endorsement. Previous research has been mainly focused on the presentation style of the PPL. However, to understand the effect of the PPL process properly, it is necessary to study the audience's personality. Therefore, this study attempted to investigate the relationship between audience's consumption tendency and the effect of the PPL. More specifically: the current study examined the influence of the brand consciousness and impulsive buying tendency on the attitude toward the PPL. The results showed that people considered to be highly brand conscious and impulsive buying tendency seem to have more favorable attitude toward the PPL. Indeed, self-esteem have a positive influence on the attitude toward the PPL. Therefore, consumer's personality is related to their response to the PPL.

Influence of Consumers' Perceived Brand Benefits of Coffee Shops on Brand Trust and Continuous Purchase Intention (지각된 커피전문점 브랜드 효익이 브랜드 신뢰와 지속적 구매의도에 미치는 영향)

  • Lee, Cho Hee;Ryu, Si Hyun
    • Journal of the East Asian Society of Dietary Life
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    • v.27 no.4
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    • pp.431-441
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    • 2017
  • The purpose of this study was to analyze the effect of consumers' perceived brand benefits toward brand coffee shops on continuous purchase intentions as well as the mediating effect of brand trust. The survey was conducted on coffee consumers aged 20~40 years living in Seoul and who visited brand coffee shops exposed as product placement (PPL) in TV dramas. Out of 400 questionnaires distributed to consumers, 381 questionnaires (95.3%) were analyzed. Consumers were more interested in places (60.1%) than the products (39.9%) of the coffee shops exposed as PPL. Over half (54.6%) of the respondents showed a positive attitude towards coffee shop PPLs. All three brand benefits perceived by consumers (functional, symbolic, and empirical) had significant positive effects on brand trust and continuous purchase intention. In particular, symbolic benefit has the greatest impact on continuous purchase intention towards the brand. Brand trust had a mediating effect between perceived brand benefits and continuous purchase intentions. Therefore, it is necessary to focus on enhancing the perceived symbolic benefit of the brand to effectively maintain customer relationships. The results suggest that when planning positioning concepts, considering the importance of brand benefits is the best way to increase the competitiveness of coffee shop brands.

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 - (한국 드라마에 등장하는 PPL에 대한 인식이 한국과 중국 소비자의 브랜드이미지와 구매의도에 미치는 영향 - 외식업체를 중심으로 -)

  • Jang, Langun;Hwang, Donghee;Jeon, Min-Sun
    • Culinary science and hospitality research
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    • v.21 no.4
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    • pp.309-324
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    • 2015
  • 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.