IDEAS home Printed from https://ideas.repec.org/a/ibf/ijmmre/v5y2012i2p39-52.html
   My bibliography  Save this article

The Impact Of Brand Placement And Brand Recall In Movies: Empirical Evidence From Malaysia

Author

Listed:
  • Bamini KPD. Balakrishnan
  • Azlinda Shazneem Md. Shuaib
  • Oscar Dousin
  • P.Yukthamarani Permarupan

Abstract

Brand placement in movies is an emerging marketing dimension and strategy. These strategies are currently widely applied in films. The aim of this research is to explain the relationship between the acceptance of brand placement based on consumers’ perception and the brand recall towards brand preference, loyalty and intention to purchase among Malaysian young movie viewers. Surveys are conducted randomly and questionnaire distributed to undergraduate students of Malaysian universities. Five-hundred questionnaires were distributed with an 80 percent response rate. Two propositions and three hypotheses were developed and tested using mean and regression analysis. The result indicated that the acceptance of brand placement based on consumers’ perception and brand recall have a significant relationship with brand preference, loyalty and intentions to purchase. These findings indicate to brand managers that brand placement has become an important marketing tool to reach emerging younger generation consumers. It also indicates that brand placement acceptance and recall plays a vital role in influencing marketing activities, enabling marketers to impact younger generations brand preference in either a gross or subtle manner. This research provides a guideline for global brand players in considering marketing activities using commercialized movies as a medium.

Suggested Citation

  • Bamini KPD. Balakrishnan & Azlinda Shazneem Md. Shuaib & Oscar Dousin & P.Yukthamarani Permarupan, 2012. "The Impact Of Brand Placement And Brand Recall In Movies: Empirical Evidence From Malaysia," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 5(2), pages 39-52.
    • Handle: RePEc:ibf:ijmmre:v:5:y:2012:i:2:p:39-52
    as

    Download full text from publisher

    File URL: http://www.theibfr2.com/RePEc/ibf/ijmmre/ijmmr-v5n2-2012/IJMMR-V5N2-2012-4.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Su, Hung Jen & Huang, Yu-An & Brodowsky, Glen & Kim, Hyun Jeong, 2011. "The impact of product placement on TV-induced tourism: Korean TV dramas and Taiwanese viewers," Tourism Management, Elsevier, vol. 32(4), pages 805-814.
    2. Thomas, Sunil & Kohli, Chiranjeev S., 2011. "Can brand image move upwards after Sideways? A strategic approach to brand placements," Business Horizons, Elsevier, vol. 54(1), pages 41-49.
    3. Thomas, Sunil & Kohli, Chiranjeev S., 2011. "Can brand image move upwards after Sideways? A strategic approach to brand placements," Business Horizons, Elsevier, vol. 54(1), pages 41-49, January.
    4. T. Bettina Cornwell & Michael S. Humphreys & Angela M. Maguire & Clinton S. Weeks & Cassandra L. Tellegen, 2006. "Sponsorship-Linked Marketing: The Role of Articulation in Memory," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(3), pages 312-321, November.
    5. Alokparna Basu Monga & Deborah Roedder John, 2007. "Cultural Differences in Brand Extension Evaluation: The Influence of Analytic versus Holistic Thinking," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(4), pages 529-536, December.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Elif Kara & T. Sükrü Yaprakli, 2017. "The Effects of Promotional Activities on the Intention to Purchase: A Field Study in Kahramanmaras," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 7(5), pages 186-204, May.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Xenia Raufeisen & Linda Wulf & Sören Köcher & Ulya Faupel & Hartmut H. Holzmüller, 2019. "Spillover effects in marketing: integrating core research domains," AMS Review, Springer;Academy of Marketing Science, vol. 9(3), pages 249-267, December.
    2. Neale, Michael & Corkindale, David, 2022. "Make product placement work for you: Get less exposure," Business Horizons, Elsevier, vol. 65(2), pages 149-157.
    3. Osorio, María Lucila & Centeno-Velázquez, Edgar & López-Pérez, María Eugenia & del Castillo, Ernesto, 2021. "Authenticity, fit and product type: Testing a celebrity brand extension model cross-culturally," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    4. Pizzetti, Marta & Chereau, Philippe & Soscia, Isabella & Teng, Fangyuan, 2023. "Attitudes and intentions toward masstige strategies: A cross-cultural study of French and Chinese consumers," Journal of Business Research, Elsevier, vol. 167(C).
    5. Jeffrey R. Parker & Donald R. Lehmann & Kevin Lane Keller & Martin G. Schleicher, 2018. "Building a multi-category brand: when should distant brand extensions be introduced?," Journal of the Academy of Marketing Science, Springer, vol. 46(2), pages 300-316, March.
    6. Jiayu Zhou & Yerin Yhee & Eunmi Kim & Jin-Young Kim & Chulmo Koo, 2021. "Sustainable Tourism Cities: Linking Idol Attachment to Sense of Place," Sustainability, MDPI, vol. 13(5), pages 1-21, March.
    7. Thomas, Sunil & Kohli, Chiranjeev S., 2011. "Can brand image move upwards after Sideways? A strategic approach to brand placements," Business Horizons, Elsevier, vol. 54(1), pages 41-49.
    8. Becerra, Enrique P. & Badrinarayanan, Vishag & Kim, Chung-Hyun, 2013. "Influence of thinking tendencies on online transaction of hybrid retailers," Journal of Business Research, Elsevier, vol. 66(3), pages 336-344.
    9. Su, Hung Jen & Huang, Yu-An & Brodowsky, Glen & Kim, Hyun Jeong, 2011. "The impact of product placement on TV-induced tourism: Korean TV dramas and Taiwanese viewers," Tourism Management, Elsevier, vol. 32(4), pages 805-814.
    10. Gwang-Suk Kim & Grace Lee & Kiwan Park, 2010. "A Cross-National Investigation on How Ethical Consumers Build Loyalty Toward Fair Trade Brands," Journal of Business Ethics, Springer, vol. 96(4), pages 589-611, November.
    11. Thalia Metta Halim & Kiattipoom Kiatkawsin, 2021. "Beauty and Celebrity: Korean Entertainment and Its Impacts on Female Indonesian Viewers’ Consumption Intentions," Sustainability, MDPI, vol. 13(3), pages 1-19, January.
    12. Orth, Ulrich R. & Malkewitz, Keven, 2012. "The Accuracy of Design-based Judgments: A Constructivist Approach," Journal of Retailing, Elsevier, vol. 88(3), pages 421-436.
    13. Khan, Hina & Daryanto, Ahmad & Liu, Chihling, 2019. "How anticipated regret influences the effect of economic animosity on consumers’ reactions towards a foreign product," International Business Review, Elsevier, vol. 28(2), pages 405-414.
    14. Darren Filson & James H. Havlicek, 2018. "The performance of global film franchises: installment effects and extension decisions," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 42(3), pages 447-467, August.
    15. Kevin Lane Keller, 2016. "Reflections on customer-based brand equity: perspectives, progress, and priorities," AMS Review, Springer;Academy of Marketing Science, vol. 6(1), pages 1-16, June.
    16. Kim, Kyeongheui & Park, Jongwon, 2019. "Cultural influences on brand extension judgments: Opposing effects of thinking style and regulatory focus," International Journal of Research in Marketing, Elsevier, vol. 36(1), pages 137-150.
    17. Martin, David S. & Bourdeau, Brian L. & Stephan, John, 2020. "Measuring the effectiveness of facility naming rights sponsorships," Journal of Business Research, Elsevier, vol. 110(C), pages 51-64.
    18. Wu, Ruomeng & Steffel, Mary & Shavitt, Sharon, 2021. "Buying gifts for multiple recipients: How culture affects whose desires are prioritized," Journal of Business Research, Elsevier, vol. 132(C), pages 10-20.
    19. Sue Bridgewater, 2014. "Sponsorship and football," Chapters, in: John Goddard & Peter Sloane (ed.), Handbook on the Economics of Professional Football, chapter 8, pages 117-129, Edward Elgar Publishing.
    20. Stuart Auken & William J. Ritchie & Ludmilla Gricenko Wells & Daniel J. Borgia, 2019. "Exploring thought processing similarity using attitudinal constructs: a Chinese versus U.S. contrast," Journal of Marketing Analytics, Palgrave Macmillan, vol. 7(1), pages 13-23, March.

    More about this item

    Keywords

    Brand Placement; movie; attitude; preference; intentions to purchase; loyalty;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

    Access and download statistics

    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:ibf:ijmmre:v:5:y:2012:i:2:p:39-52. 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.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with 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: Mercedes Jalbert (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.