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Product placement: A study of audience perception on brand recognition and congruence
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences.
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences.
2017 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Traditional advertising has decreased while product placement in, for example, movies has increased. This has led to a problem, which is that viewers can perceive product placement as something negative. Product placement enhances viewers’ ability to recognize brands and products after watching a movie, while the placements can be congruent or incongruent. This study examines how brand recognition is produced and how congruence of a placement can affect audience acceptance. In response to this, a case study was conducted with embedded units consisting of three focus groups where the authors proceeded from a semi-structured interview guide. The study’s result was that five factors; irritation, familiarity, lack of excitement, unnecessary and iconic can impact how brand recognition is generated, based on the results of the focus groups. The study also resulted in placements that are congruent to the audience are accepted, while non-accepting placements are incongruent. A placement’s congruence is affected by the factors; expectancy and relevancy, perceived fit and individual judgements, and plot connection.

Abstract [sv]

Traditionell reklam har minskat medan produktplacering i exempelvis filmer har ökat. Detta har lett till ett problem, vilket är att tittarna kan uppfatta produktplaceringen som något negativt. Produktplacering kan leda till att tittarna känner igen märken och produkter efter att det har sett en film och deras placeringar kan vara passande eller opassande. Den här studien undersöker hur varumärkesigenkänning uppstår och hur en placerings överensstämmelse kan påverka tittarnas accepterande. För att svara på detta gjordes en fallstudie med inbäddade enheter som bestod av tre fokusgrupper där författarna utgick från en semistrukturerad intervjuguide. Studiens resultat var att fem faktorer; irritation, bekantskap, brist på spänning, onödighet och ikoniskt påverkade hur varumärkesigenkänning uppstår baserat på resultatet från fokusgrupperna. Studien resulterade även i att de placeringar tittarna fann passande till filmen är accepterade, medan placeringar som inte är accepterande är opassande. En placerings överensstämmelse påverkas av faktorerna; förväntning och relevans, uppfattad lämplighet och individuella bedömningar och huruvida en placering är kopplad till handlingen.  

Place, publisher, year, edition, pages
2017. , p. 52
Keywords [en]
product placement, congruence, brand recognition, audience acceptance, top-grossing Hollywood movies
Keywords [sv]
produktplacering, varumärkesigenkänning, överensstämmelse, tittarnas accepterande, bästsäljande Hollywoodfilmer
National Category
Business Administration
Identifiers
URN: urn:nbn:se:ltu:diva-64517OAI: oai:DiVA.org:ltu-64517DiVA, id: diva2:1115371
Subject / course
Student thesis, at least 15 credits
Educational program
Business Administration, bachelor's level
Supervisors
Examiners
Available from: 2017-07-05 Created: 2017-06-26 Last updated: 2017-07-05Bibliographically approved

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CiteExportLink to record
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