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Attitudes toward Product Placement: A Cross-Cultural Analysis in Tunisia, France, Italy, and Poland

Author

Listed:
  • Slim Khalbous

    (UCAR - Université de Carthage (Tunisie))

  • Donata Vianelli

    (Università degli studi di Trieste = University of Trieste)

  • Tomasz Domanski

    (University of Lódź = Uniwersytet Łódzki)

  • Christian Dianoux

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

  • Meriem Maazoul

    (Université de Tunis)

Abstract

The internationalization of the film industry has contributed greatly to the development of intercultural placements of products and brands as audiovisual supports. Therefore, it becomes interesting to study the efficiency of this communication technique for different cultures. This cross-cultural research address a substantial gap of the literature investigating the effects of placement from a demand-side perspective in four different countries—two Western European, one Eastern European, and a South Mediterranean. The results reveal the significant disparities among cultures with regard to appreciation for advertising, placement in general, and creative placement techniques in particular.

Suggested Citation

  • Slim Khalbous & Donata Vianelli & Tomasz Domanski & Christian Dianoux & Meriem Maazoul, 2013. "Attitudes toward Product Placement: A Cross-Cultural Analysis in Tunisia, France, Italy, and Poland," Post-Print hal-01369730, HAL.
    • Handle: RePEc:hal:journl:hal-01369730
    DOI: 10.5539/ijms.v5n2p138
    Note: View the original document on HAL open archive server: https://hal.science/hal-01369730
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    References listed on IDEAS

    as
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