RESEARCH PAPER ANALYSIS on Consumer Response to Brand Placement in Movies: Investigating the Brand-Event Fit

1. RESEARCH PAPER ANALYSIS ON
CONSUMER RESPONSE TO BRAND
PLACEMENT IN MOVIES: INVESTIGATING
THE BRAND-EVENT FIT
Meher Kalyani
26-062

2. INTRODUCTION
This article was published in The Journal for Decision Makers by by Komal
Nagar in the year 2016.
Movies are the perfect media site for placement of brand as it is a part
of marketing strategy.
The concept of product placement has become more popular as a
communication techniques.
The marketers gain more advantages as compared to traditional
commercial advertising format
The Indian audience has a exposure to both national and
international entertainment industry.
Brand placed in a national event will create more positive brand
evaluation.

3. In movie, the role of brand placement has
increased in recent times. Initially, brand
were shown in movies by 3 ways:
a) The product itself was shown
b) A logo of the brand was displayed
c) The brand was displayed at backside
Through the brand placement the
audience can get a to know about different
products and brand during the movie.
the disadvantages of brand placement is
that exposure does not actually guarantee
that the placement will be noticed.

8. LITERATURE REVIEW
According to Russel (2004) the term advertisement coined to reflect the connection between
advertisement and entertainment & refers to promotional practices that integrate brand
communication within the content of entertainment product.
Karrah in( 1998) argued that although product placement is used description commonly,
brand placement will more correct. He argued that the brand is placed not that product.
Despite the widespread use of brand placement to reach audience, it is difficult to ascertain
its effectiveness because much of related data is proprietary. (Yang&Roskos-Ewoldsen)
Consequently , too little is known about the effect of brand placement given the dynamic
nature of the practice( Aksoy & Malkoc, 2004).

9. This study focuses on two most important terms
which are branding and placement.
Both are interchangeably used in this whole study.
Research in the area of product placement is still not
wide speared in the Indian context and is
concentrated on studying the impact on a wide ,
general audience.
India which has a huge number of young consumer
who are poised to begin their consumption journey ,
offers a big future growth market for branded
product making it even more important to discover ,
clarify and check the effectiveness of brand
placement.

10. HYPOTHESIS
Here we will discuss on the two contexts:
1. Receiver 2. Medium
H1: Brands placed in a national event will create
more positive brand evaluations than brands placed
in an international event.
H2: When the presence of the brand is consistent
with viewer expectations of the event (high fit), it
would create significantly more favorable consumer
evaluations than brands that are inconsistent (low
fit) with the event.
H3: The low fit between the brand and the event
will create more favorable evaluation in a national
event context than a low brand–event fit in the
context of an international event.

11. RESEARCH METHODOLOGY
visual brand placement
Four different movies were selected
Pilot study(selection of movies; fit / misfit test; brand perception,
familiarity, stature)
MAIN STUDY:
Design(2*2)
Participants(120 students-78 females & 42 males)
Stimulus
Manipulation check

12. Pilot Study 1: Selection of the Movies for the
Experiment
10 respondents were asked to list five American
and five Indian (Hindi) movies that used brand
placement. There must be visual brand placement
Pilot Study 2: Fit/Misfit Test
Respondents gave 50 American movies &50 Hindi
movies from pre test 1
Respondent were asked to separate where the
presence of the brand in the movies was a misfit in
the movie scenes And where brand placement
fitted well
based on rating scale
2 American ,Hindi movies were selected
Pilot Study 3: 3 brands canon ,ray ban ,apple had
same level of familiarity
Entertainment
Industry
Event–Brand
Fit
Event–Brand
Misfit
American
movies
Top Gun Twilight
Hindi Movies Jab tak hai jaan Student of the
year

13. Variable operationalization
Brand-event fit/misfit
Attitude towards the placed
brand
Purchase intention

15. RESULTS AND FINDINGS
H1:- The H1 Results Suggests That
When A Brand Appears In An
Indian Movie, The Brand
Evaluation Measured In Terms Of
Attitude Towards Brand And
Purchase Intention Is More As
Compared To When A Brand
Appears In American Movies.
H2:-manova Results The Brand
Evaluations Measured In Terms
Of Attitude Towards Brand And
Purchase Intention Is More
Favorable As Compared To When
A Brand Doesn’t Fit Well With
The Movie.

16. H3:
a) The Specific Mean Comparison The Effect
Of Brand Event Fit On Brand Evaluation Will
Be Larger When The Brand Appears In A
National Level.
b) Manova Test Suggests That In A Low
Brand event Fit Condition, Brand Evaluation
Will Be More Positive In Case Of An Indian
Movie Than When A Low Fit Condition In
An American Movie.
c) There Is No Significant Difference In
Attitude Towards Brand And Purchase
Intention In The High Brand-event Fit
Condition For Both Hollywood And
Bollywood Movies.

17. DISCUSSION AND IMPLICATION
This study says that the idea of fit, match
between the brand and the event can be used as
a key criterion when explaining brand
evaluations.
Study reveal that Hindi movies create more
positive impact as compared to Hollywood.
Sponsors need to be very selective in
identifying movies in which to place their
brands.

18. LIMITATIONS
The respondents surveyed were not aware of the
researchers’ intention of testing respondents’
perceptions of product placements in films.
many respondents regarding the viewing session
as purely a form of entertainment and, therefore,
failed to notice the placed products in the film
clips.
Product placement is observed -While used-by-
main-character is only one of the types of brand
placements used in movies, it is not the only one.
As such, these results should be verified for other
types of brand placements.