Indian Journal of Marketing

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Product Placement in Movies: Relationship Between Beliefs Towards Product Placement and Usage Behavior


Affiliations
1 Assistant Professor, The Business School University of Kashmir, Srinagar - 190 006 Jammu & Kashmir, India
2 Assistant Professor, Department of Management Studies, University of Kashmir North Campus, Baramulla, Jammu & Kashmir, India
     

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Product placement (PL) in movies is an emergent media vehicle for promoting brands and products. It is receiving a great deal of attention from both academicians and media persons. This paper presented an exploratory quantitative study that reports the beliefs of 163 college going students towards the practice of product placements and links them with product usage behavior. The study suggests that some beliefs are very useful in predicting the usage behavior and can be used potentially by marketers. A very limited number of studies have tried to explore this relationship in the past.

Keywords

Product Placement in Movies, Beliefs about Product Placement, Behavior, Advertising

Paper Submission Date : July 13, 2014; Paper sent back for Revision : February 2, 2015 ; Paper Acceptance Date : March 15, 2015.

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  • Product Placement in Movies: Relationship Between Beliefs Towards Product Placement and Usage Behavior

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Authors

Ishtiaq Hussain Qureshi
Assistant Professor, The Business School University of Kashmir, Srinagar - 190 006 Jammu & Kashmir, India
Maleeha Gul
Assistant Professor, Department of Management Studies, University of Kashmir North Campus, Baramulla, Jammu & Kashmir, India

Abstract


Product placement (PL) in movies is an emergent media vehicle for promoting brands and products. It is receiving a great deal of attention from both academicians and media persons. This paper presented an exploratory quantitative study that reports the beliefs of 163 college going students towards the practice of product placements and links them with product usage behavior. The study suggests that some beliefs are very useful in predicting the usage behavior and can be used potentially by marketers. A very limited number of studies have tried to explore this relationship in the past.

Keywords


Product Placement in Movies, Beliefs about Product Placement, Behavior, Advertising

Paper Submission Date : July 13, 2014; Paper sent back for Revision : February 2, 2015 ; Paper Acceptance Date : March 15, 2015.




DOI: https://doi.org/10.17010/ijom%2F2015%2Fv45%2Fi7%2F79927