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Dissertations / Theses on the topic 'Brand placement'

Author: Grafiati

Published: 4 June 2021

Last updated: 25 July 2025

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1

Beam, Brooke W. "Agricultural Brand Placement in Film." The Ohio State University, 2014. http://rave.ohiolink.edu/etdc/view?acc_num=osu1396823381.

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Anil, Pillai Deepa. "Essays on Product Placement: An Analysis of Key Executional and Individual Level Factors that Influence the Effectiveness of Product Placements." OpenSIUC, 2011. https://opensiuc.lib.siu.edu/dissertations/364.

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"Product Placement" or "Brand Placement" is the paid inclusion of branded products or brand identifiers, through audio and/or visual means, within entertainment media. This dissertation is a collection of three essays that investigate factors affecting the effectiveness of product placements. The first essay focuses on two measures of product placement effectiveness - audience recall and attitudes toward the placement. Extant empirical studies that address the antecedents of these constructs were integrated through a meta-analysis. Some key findings are as follows. The prominence of placement

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3

Abrahamsson, Jens, and Niclas Lindblom. "Product Placement : A study about Swedes attitude towards product placements in Movies and TV-shows." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19051.

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Marketers have always been looking for alternative ways to reach the target population with their messages. One approach that has grown the last decades is product placement that has become a large arena for companies to involve in their marketing communication. It has been shown that people tend to dislike traditional advertisement such as commercial brakes in TV and tries to avoid it by switching channel. Since product placement is a type of advertisement that is embedded in a movie or TV-show and cannot be zapped away without missing the story of the movie or TV-show, it is a good opportuni

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4

Žlabová, Alžběta. "Brand Placement ve filmu a v televizi." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-3461.

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Tato diplomová práce se zabývá postoji českých spotřebitelů k Brand (Product) Placementu ve filmech a v televizi, tj. k umísťování značkových výrobků ve zmíněných médiích za účelem předání komerčního sdělení. Praktická část práce zkoumá postoje Českých spotřebitelů k této formě komunikace a jejich názory týkající se etičnosti a přijatelnosti Brand (Product) Placementu. V analytické části práce jsou sledovány rozdíly v názorech českých spotřebitelů vzhledem k individuálním odlišnostem, pohlaví respondentů a konkrétním umísťovaným produktovým kategoriím.

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5

Lundberg, Carl Alexandros, and Lola Smith. "Investigation of Embedded Brand Placement within Esports." Thesis, Jönköping University, JTH, Avdelningen för datateknik och informatik, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-53886.

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The video game and esports industry has grown exponentially over the past few years.“During recent years, esports have become one of the most rapidly growing forms ofnew media driven by the growing provenance of online games and onlinebroadcasting technologies” (Hamari and Sjöblom, 2017). Sponsors have identifiedmarketing opportunities in this rapidly growing advertising medium. Brand placementin esports is gaining momentum as a means to target audiences in an indirect andengaging way. In our study we have defined embedded brand placement in the contextof video games and esports as the practic

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6

Zane, Francesco <1990&gt. "Advertising e Brand Placement nei Videogame sportivi." Master's Degree Thesis, Università Ca' Foscari Venezia, 2016. http://hdl.handle.net/10579/8156.

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La tesi mira ad analizzare le pratiche di advertising e brand placement applicate ai videogame di genere sportivo come calcio, basket e corse automobilistiche. Analizzando le caratteristiche di questa forma di advertising e l'impatto ottenuto sugli utilizzatori, si cercherà di delineare un quadro complessivo del fenomeno, trovando eventuali analogie e differenze tra brand placement applicato a videogiochi recenti e quello presente in quelli più datati, e con le sponsorizzazioni dei corrispondenti eventi sportivi trasmessi dai media tradizionali come la televisione.

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7

Costiuc, Claudia. "Using Implicit Learning to Explain Brand Placement Effects." Kent State University / OhioLINK, 2009. http://rave.ohiolink.edu/etdc/view?acc_num=kent1247940350.

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8

Anderson, Caitlin. "Recall and Recognition of Brand-Modified Product Placement in Movies." Diss., CLICK HERE for online access, 2006. http://contentdm.lib.byu.edu/ETD/image/etd1580.pdf.

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9

Islam, Camelia. "The effect of brand placement in video games on adolescents." [Gainesville, Fla.] : University of Florida, 2005. http://purl.fcla.edu/fcla/etd/UFE0013360.

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10

Zhiyu, Chang, Paul Nguyen, and Erik Manestam. "Product Placement In Games : A quantitative study of how product placement in games affect on consumers' attitude towardthe brand." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-85603.

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The purpose of this research paper was to explain how product placement in games influences the consumer’s attitude towards the brand. The aims during this work with the purpose in mind were to utilize quantitative methods in the pursuit of fulfilling the objective of answering how certain placement strategies can affect individual consumer’s attitudes. As said, quantitative methods are used in combination with deductive reasoning, hence meaning that researchers of this paper make use of such programs like google docs questionnaire (for collecting data and creating surveys), SPSS statistics (f

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11

Tiavin, Kiril, Frederic Köllisch, and Vili Nurminen. "Product placement in Hollywood blockbusters: brand recognition and attitude towards the practice : A case study on product placement attitudes among international students." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-26742.

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Background: Advertising channels in today's marketplace are becoming more limited with the development of ad-free sources of entertainment. The phenomenon of product placements is therefore becoming one of the most important sources for advertising in media. Especially film productions have turned into a canvas for companies to display their brands upon. Purpose: The purpose of this thesis was to investigate the case of product placements in Hollywood blockbuster movies. In particular, brand recognition and audience's ac-ceptance of a brand’s presence in movies were examined. Method: A mixed m

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12

Fayemi, Temitayo. "COLLEGE STUDENTS' RECALL OF AND ATTITUDES TOWARD BRAND PLACEMENT IN REALITY TELEVISION PROGRAMMING." Master's thesis, University of Central Florida, 2006. http://digital.library.ucf.edu/cdm/ref/collection/ETD/id/2743.

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This thesis measures college students' attitudes toward, and the effectiveness of, brand placement in the genre of reality television. Surveys were used to discover the level of brand recall for the products and brands displayed in reality television programming and to discover viewers' reported reasons for paying attention to these brands. The study found that viewers tended to have positive attitudes toward brand placement in reality television and that focus on a brand was a major reason for recall. Furthermore, the study found no significant difference in the recall scores of reality telev

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13

Lazouski, Anton. "Product placement v České republice a Rusku." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-163045.

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The goal of this Master's Diploma Thesis was to compare the use and perception of the product placement promotion technique in the Czech Republic and in Russia. It focuses mainly on the use of this technique in films and TV shows. First of all, the term product placement is defined, its history and measuring of its effectivity are described briefly, plus some examples of successful and unsuccessful product placement are presented. Subsequently, the legal framework regulating product placement in the Czech Republic and in Russia is compared, together with examples of the use of product placemen

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14

Hansson, Ida, and Lovisa Mattsson. "Product placement : A study of audience perception on brand recognition and congruence." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-64517.

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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 pr

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15

Love, Anita Brody. "Product Placement in Television: An Examination of the Impact on Brand Personality." Thesis, Griffith University, 2011. http://hdl.handle.net/10072/367013.

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21st century consumers are faced with the ubiquitous presence of marketing communications for innumerable products and brands across an expanding network of media platforms. This, coupled with the increasing homogeneity of product offerings in today’s marketplace, has lead marketers to differentiate their brands through brand image and personality characteristics, with the aim of developing emotional connections between consumers and their brands, and personalising the consumption experience. Meanwhile broadcast television advertising faces a revolution: where once an ad could be placed in a p

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16

Sedněvová, Šárka. "Efektivita product placementu v závislosti na známosti značky." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-162693.

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Product placement as one of the modern tools of marketing communication has become very important. This is also the case of the Czech Republic, especially after recent legislative changes and related legalization of product placement. The thesis characterizes product placement, states its particular forms and methods of evaluating its effectiveness. The aim of the thesis is to determine the difference between product placement in a situation when in an audiovisual work is presented in the first case known brand, in the second case unknown brand and in the third case fictitious brand. This is e

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17

Burkhalter, Janee N. "'Check the Rhyme': A Study of Brand References in Music Videos." Digital Archive @ GSU, 2009. http://digitalarchive.gsu.edu/marketing_diss/14.

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In this study we will explore impact exposure to brands references in music videos may have on the development of consumers’ brand knowledge. We assert that an understanding of this relationship is a function of both executional elements of the message and the intervening effects of select individual-difference factors. This dissertation applies social cognitive theories, the cultivation hypothesis, attribution theory and the elaboration likelihood model to develop the set of hypotheses. This dissertation seeks to provide initial evidence regarding the key factors brand managers and music exec

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18

Degorre, Aline. "Le placement de marques dans une expérience de consommation musicale : enjeux et mesure." Thesis, Toulouse 1, 2017. http://www.theses.fr/2017TOU10064.

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Du fait des mouvements anti-publicité de plus en plus virulents et des stratégies d'évitement des individus face à une forte pression publicitaire, il convient de repenser les stratégies de communication classiques des entreprises. Dans cette optique, le placement de marques apparaît comme une technique efficace pour promouvoir une marque, un produit ou un service auprès des consommateurs. Ce travail doctoral propose d’étudier l’impact du placement de marques sur le comportement du consommateur dans une expérience de consommation musicale. Dans ce cadre, la création d’un outil de mesure en tem

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19

Kuhn, Kerri-Ann. "The impact of brand and product placements in electronic games." Thesis, Queensland University of Technology, 2008. https://eprints.qut.edu.au/36375/1/Kerri-Ann_Kuhn_Thesis.pdf.

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In an environment where it has become increasingly difficult to attract consumer attention, marketers have begun to explore alternative forms of marketing communication. One such form that has emerged is product placement, which has more recently appeared in electronic games. Given changes in media consumption and the growth of the games industry, it is not surprising that games are being exploited as a medium for promotional content. Other market developments are also facilitating and encouraging their use, in terms of both the insertion of brand messages into video games and the creation

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20

Hertzberg, Jennifer, and Louise Rask. "The Impact of Language Barriers on Product Placement : A Qualitative Study Investigating Swedish Consumers’ Brand Recall and Brand Attitude Using Netflix Original Series." Thesis, Jönköping University, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-52782.

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Product placement has long been a popular advertising tool that is still heavily used in today’s market. Therefore, this thesis adds a new construct to the field of product placement, namely language barriers, to see if that can have an impact on consumers’ ability to perceive product placement, in terms of brand recall. Moreover, this study also explores alternative constructs, such as brand attitude, to examine if they have an influence on consumers’ ability to recall brands when viewing SVoD entertainment content containing product placement. Furthermore, the Tripartite Typology of Product

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21

Arnold, Harry C. "Product Placement during the Family-Viewing Hour." Digital Commons @ East Tennessee State University, 2006. https://dc.etsu.edu/etd/2238.

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The so-called family-viewing hour, the eight to nine o’clock hour of prime time, is one of the most watched hours of television by both adults and children. Advertisers, of course, favor shows that draw large audiences so their product presentations or commercials are witnessed by masses of people. Now, because of videocassette recorders and other similar control devices, viewers are eliminating commercials from their viewing experience1 and advertisers are clamoring for new ways to get their products into the mind of the consumer.2 To counteract this commercial avoidance by consumers, adverti

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22

Sánchez, Reátegui Manuel. "La percepción del consumidor del uso del brand placement en las películas de ficción." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/653146.

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El uso de la técnica del brand placement en las películas de ficción, durante los últimos años, el cual, a tenido una mejor valoración por parte de los profesionales de la publicidad y marketing (Nagar, 2016). El saber si es que los elementos que posee esta nueva técnica que se utiliza en las películas de ficción son percibidos por el consumidor y asociados a la imagen de marca. Debido a que consideran que es una inversión mucho más efectiva que las demás, prefieren desarrollar historias que conecten con el consumidor durante largo tiempo (Lorán, 2016). El objetivo general de este artículo es

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23

Young, Alexandra. "Before the Credits Roll: A Visual Analysis of How Product Placement in Film Influences Brand Attitudes." Thesis, Boston College, 2017. http://hdl.handle.net/2345/bc-ir:107919.

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Thesis advisor: Celeste Wells<br>This paper explores how the visual components of product placement in film contribute to the goal of generating a positive brand attitude. Past research in this field has overlooked the visual aspects of product placement in favor of focusing on consumer recall. To address this gap, this study looks at three recent films, and evaluates them using visual analysis. Analysis revealed that visual components of film such as color, contrast, and lighting, as well as the positioning of the product, such as focus, motion, and camera angle, directed viewers’ attention t

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Pedersen, Madelen, Jenny Holmroos, and Camilla Pettersson. "Produktplacering i tv : En studie om skillnaden mellan teori och praktik." Thesis, Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-12648.

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Chafloque, Uyén Carlos Alberto. "Actitudes afectivas femeninas respecto al brand placement en Facebook, contextualizadas en la marcha “#NiUnaMenos”." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2021. http://hdl.handle.net/10757/655982.

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El objetivo de esta investigación es analizar las actitudes afectivas de mujeres frente al uso del brand placement, en la campaña publicitaria en la red social Facebook, desarrollada para la marcha “#NiUnaMenos”. Para ello, se recurrirá a técnicas cualitativas que se apoye en entrevistas semi-estructuradas a participantes a la movilización #NiUnaMenos. El análisis se concentrará en el caso “Fashion Protest” de Oechsle, con el propósito de analizar las actitudes afectivas de las mujeres con respecto a las intervenciones publicitarias en espacios politizados como la protesta, y sobre la colabor

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Rowe-Cernevicius, Brittany. "As Seen on TV: Brand Placement and Its Influence on the Identity of Emerging Adults." Bowling Green State University / OhioLINK, 2011. http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1321669523.

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Strejčková, Jitka. "Analýza integrace product placementu do audiovizuálního díla "Probudím se včera"." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-192768.

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The thesis titled Analysis of the integration of product placement in the audiovisual work "I wake up yesterday," focuses on the use of marketing tools product placement in this particular film. The theoretical part defines the issues and their types of promotion. Characteristics of effective legislation in the Czech Republic and related European Union regulations. Pricing for product placement and the possibility of measuring effectiveness. The practical part deals with concrete examples on the matter after legalization in the Czech Republic. The work deals with the number of occurrences of b

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Orellana, Yessenia, and Trigt Savannah van. "Produktplaceringens avtryck i en TV-serie." Thesis, Södertörns högskola, Företagsekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-30961.

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Syfte: Syftet med studien var att ge en utökad förståelse för hur användandet av produktplacering kan påverka tittarnas syn på en TV- serie. Metod: Ett avsnitt av den svenska TV- serien Solsidan användes på grund av dess omfattande kritik mot användandet av produktplaceringar. Empirin samlades in genom en kombination av enkäter och fokusgrupper där 21 respondenter deltog och där de fick se ett avsnitt ur serien. Teori: Teorier om minnesprocessen, varumärkeskännedom, informationshanteringsprocessen, olika dimensioner av produktplacering samt dess för- och nackdelar har använts för att sammanlän

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Gageler, Lisa, and der Schee Jolien van. "Product Placement on Social Media : a study on how Generation Y's brand perception and purchase intention are influenced." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-30374.

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With increasing restrictions, saturated advertisement markets and advanced technology, the conditions of the communication politics have significantly changed and outdated the classical instruments. In order to bypass these developments, marketers started to strategically promote their products through appearances in movies and television than through conventional commercial spots. Additionally, social media has developed to one of the latest and most effective communication tools, especially among Generation Y, which businesses try to take advantage of. The combination of these two instrument

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Wu, Yifan. "Varumärkesplacering i digitala spel : Inverkan av interaktiv belöning och bestraffning på spelarens inställning till och minnesbilder av varumärken." Thesis, Högskolan i Skövde, Institutionen för informationsteknologi, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:his:diva-9413.

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Varumärkesplacering i digitala spel i samband med belöning och bestraffning harundersökts i denna studie. Resultat från tidigare studier på varumärkesplacering i spelanvändes i utformningen av undersökningen. Tidigare undersökningar av belöningoch bestraffning och dess inverkan på minnet studerades också. Detta kan vara förstagången som varumärkesplacering i digitala spel undersöks i samband med interaktivbelöning och bestraffning.Två versioner av spelet Supertuxkart skapades för undersökningen; den ena medbelönings- och bestraffningsåterkoppling och den andra utan. Deltagare från Kina ochSver

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Ekebrink, Hampus, and Josefine Högye. "Ser du det jag ser? : En kvalitativ studie om hur uppmärksammandet av produktplacering skiljer sig mellan män och kvinnor." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-35651.

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The aim of the study is to identify possible differences regarding how men and women pay attention to product placement. The overall issue underlying the study is as follows: ● How does the attention of product placement differ between men and women? In this study, the authors have chosen to use a multimethod research, which combines qualitative and quantitative methods. In order to fulfil the purpose and answer the main question, quantitative data was initially collected in the form of questionnaires. The data from the surveys were compiled and then mapped to provide a basis for the qualitati

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Dickinson, Ted Michael. "A Proposed Accessibility Model of In-Game Advertising Effects." The Ohio State University, 2016. http://rave.ohiolink.edu/etdc/view?acc_num=osu1469128159.

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Fayolle, Laurène. "Le placement de produits et l'image de marque : le cas des concerts de musique." Thesis, Lyon 3, 2012. http://www.theses.fr/2012LYO30093/document.

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La crise du disque se manifeste par une baisse conséquente du revenu des artistes. C’est pourquoi, les concerts apparaissent comme une source de revenu importante. Dans ce contexte, le placement de produits durant les concerts est une pratique qui tend à se développer. Ces constats nous ont conduit à formuler la problématique de recherche suivante : quelles sont les opportunités de placement de produits dans les concerts de musique (technique où le public n’a pas forcément conscience de la tentative de persuasion) et quel est l’impact du placement de produits sur l'image de marque ?La revue de

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Chan, Fong Yee. "The effectiveness of product placement in films across cultures : the role of prominence, brand awareness, prior disclosure and depth of processing." Thesis, University of Kent, 2013. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.604002.

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Product placement is the practice of integrating branded products in media content. Although this practice has been growing rapidly, systematic scholarly work in this area is only two decades old and focuses mainly on the effect of placement strategies and its acceptability across cultures. Yet no research has examined how consumers process product placements, nor is there any research on placement effectiveness across cultures. This research was conducted in the United Kingdom (UK) and Hong Kong (HK). It is argued to be a unique cross-cultural comparison where differences in response are attr

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Santos, Cristina Alexandra Jacinto Lopes dos. "Branded entertainment e intenção de compra: estudo exploratório do impacto do product placement, do meio de entretenimento e da marca na propensão para a compra." Master's thesis, Instituto Superior de Economia e Gestão, 2009. http://hdl.handle.net/10400.5/1043.

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Mestrado em Marketing<br>Com o crescente cepticismo em relação à eficácia da publicidade tradicional, devido à saturação de estímulos publicitários, ao elevado número de anúncios, à proliferação de canais de televisão e à disponibilidade dos mecanismos de zapping, Branded Entertainment surge às Empresas como uma importante oportunidade a explorar. Esta auspiciosa técnica de comunicação consiste na inserção de marcas no interior de filmes ou programas de televisão enquanto mensagens pagas, de modo planeado e não obstrutivo. Este estudo teve como foco o impacto de Branded Entertainment na propen

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Huskanovic, Sanela, Rasmus Kaneld, and Paulina Pietralska. "Product Displacement : - En studie om dess effekter." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-13569.

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Syfte: Syfte med uppsatsen är att öka vår kunskap om product displacement samt att utreda den påverkan product displacement har på mottagaren sett ur ett marknadsföringsperspektiv. Pararellt undersöks om fenomenet kan vara en fördel eller nackdel i marknadskommunikationen. Utgångspunkten i utredningen är att varumärkesinnehavare själva använder sig av product displacement. Metod: Denna studie har genomförts med en kvalitativ metod och induktiv ansats. Metodvalet har sin utgångspunkt i den bristande teorin då fenomenet product displacement är ett nytt begrepp sett ur ett marknadsföringsperspekt

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Victorin, Axel. "Varumärkesexponering i televisionen : - en jämförelse mellan SVT och TV4 2003 och 2006." Thesis, Uppsala University, Media and Communication, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-9188.

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<p>Abstract</p><p>Title: Brand exposure in television. A comparison between SVT and TV4 2003 and 2006.</p><p>Number of pages: 57 including appendix</p><p>Author: Axel Victorin</p><p>Period: Spring 2008</p><p>Course: Media and Communication studies C</p><p>University: Division of Media and Communication, Department of Information Science, Uppsala University</p><p>Purpose/aim: The aim of this study is to evaluate the prevalance of brand exposure in Swedish public service television, SVT and TV4. The Swedish public service TV broadcasting company, Sveriges Television (SVT) advertises itself as pu

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Aubrun, Frédéric. "Crise(s), publicité et marque : l'emergence de nouveaux modèles." Thesis, Lyon 2, 2015. http://www.theses.fr/2015LYO20156.

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Cette recherche part des profondes modifications de l’espace sociétal cristallisées par la crise économique et sociale de 2008 dans nos sociétés occidentales. L’objectif de cette étude est d’inscrire la crise de la publicité et des marques dans une mutation sociétale plus profonde, avec une remise en cause du modèle capitaliste de consommation de masse. Dans un contexte de crises, nous sommes en droit de nous interroger sur l’avenir de la marque : va-t-elle évoluer vers un modèle alternatif correspondant davantage aux mutations sociétales en cours ? Notre réflexion s’inscrit dans le champ des

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Einarsson, Per, and Kristin Ahlberg. "A Comparative Study of Traditional Marketing and Doing More with Less : The Case of Four Swedish Firms." Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-1345.

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<p>Background</p><p>Marketing spending has grown dramatically over the last decade but the traditional market-ing strategies such as advertising in TV, on billboards and posters might not be as effective as they used to be. The phenomena, how to work with marketing with the use of limited capital, has attracted attention in different contexts lately. It may sound hopeless to reach all the way through by the use of limited capital but it although exist examples of compa-nies that have succeeded with this; they are doing more with less.</p><p>Purpose</p><p>The main purpose of this thesis is to e

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Ljungberg, Emma, and Isabel Rodrigo. "Produktplacering : ett sätt att kommunicera varumärkesidentitet?" Thesis, Linköping University, Department of Management and Economics, 2002. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-1082.

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<p>Background: The consumers of today have the possibility to choose from a wide range of products and services. Consequently, the ability to differentiate the products is essential for the brand owners. If a brand owner does not manage to differentiate its product, it can be difficult to make the consumers realise the benefits of the product and convince them to buy it. One way to differentiate the product is to create a distinguished brand identity. However, it is not enough to create a strong brand identity, the brand owner must also be capable of communicating the brand identity successful

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Lundberg, Vendela, and Arvid Ekelöw. "Musikvideon som marknadsföringskanal : En kvantitativ studie om ungdomars syn på produktplacering i musikvideor." Thesis, Stockholms universitet, Företagsekonomiska institutionen, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-180944.

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Användandet av produktplacering som marknadsföringsmetod har ökat med åren, inte minst då konsumenter allt mer aktivt undviker traditionell marknadsföring. Genom att utnyttja produktplacering kan man väva in reklambudskap i handlingen på ett sätt som gör den oundviklig. Majoriteten av den forskning som finns om produktplacering pekar dock på att en för uppenbar varumärkesexponering bör undvikas då det ger upphov till negativa effekter bland konsumenter.Vår studie bygger vidare på Gillespie, Muehling och Kareklas (2018) studie som motbevisar att tydlig produktplacering enbart har negativa effek

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Paula, Amadeu Nogueira de. "Merchandising televisivo: a força dos testemunhais de produtos em programas femininos." Escola Superior de Propaganda e Marketing, 2018. http://tede2.espm.br/handle/tede/320.

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Submitted by Adriana Alves Rodrigues (aalves@espm.br) on 2018-10-09T13:17:15Z No. of bitstreams: 1 MPCC - AMADEU NOGUEIRA DE PAULA PÓS-BANCA.pdf: 2959871 bytes, checksum: db8244204552cd74638fc99974651f32 (MD5)<br>Approved for entry into archive by Adriana Alves Rodrigues (aalves@espm.br) on 2018-10-09T13:21:19Z (GMT) No. of bitstreams: 1 MPCC - AMADEU NOGUEIRA DE PAULA PÓS-BANCA.pdf: 2959871 bytes, checksum: db8244204552cd74638fc99974651f32 (MD5)<br>Approved for entry into archive by Adriana Alves Rodrigues (aalves@espm.br) on 2018-10-09T13:54:52Z (GMT) No. of bitstreams: 1 MPCC - AMADEU NOGUE

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Ju, Ilwoo. "Individual differences and brand placement." 2009. http://purl.galileo.usg.edu/uga%5Fetd/ju%5Filwoo%5F200908%5Fma.

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Tavares, Filipe Emanuel Ferreira. "Brand placement on social media influencer content." Master's thesis, 2018. http://hdl.handle.net/10400.14/26258.

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For some years now, social networks have gained increasing importance for corporate marketing, becoming a space where not only people but also brands can play an active role and communicate themselves with their target audience, gaining not only greater visibility but also strengthening relations with consumers. Regarding marketing strategies to be used in social networks, the placement of brands in the contents published by the so-called social media Influencers is one of the techniques that arouses greater interest, not only due to the high number of followers they have, as well as the

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Pan, Chen-Jie, and 潘辰潔. "Customers’ Purchase Intentions on Brand involvement, Brand Placement, and Brand Intentions– Case by Chunghwa Telecom." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/kmw6m4.

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碩士<br>遠東科技大學<br>行銷與流通管理系碩士班<br>107<br>With the rapidly developed technology, the ways audiences consume media also changed fast. In addition to TV broadcast, people can now have multiple medium choices to access their favorite programs. The launch of Chunghwa Telecom’s MOD on-demand videos has accumulated up to 2 million households in 2019, indicating that more and more consumers have grown accustomed to VOD (Video on demand). Some research indicate that the embedded advertising is the hottest way to advertise in recent years. Delivering branding message to consumers through a tactful brand pl

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Lin, Wen-Hsin, and 林文心. "Influences of Placement Marketing to Consumer’s Brand Trust." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/68458014262760331917.

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碩士<br>崇右技術學院<br>經營管理研究所<br>104<br>Further studies showed inconsistent results to how placement marketing affects consumers’ attitude. Further, there still lack proofs of how it relates to consumers’ brand trust. Thus, this research used 2 ways of placement marketings: dominant and recessive placement marketing, to investigate their influences to 4 contents of Brand Trusts: Brand Quality, Brand Image, Corporate Core Value and Brand Idendity. Totally 350 questionnaires were sent and 287 were collected, results shows that both domianat and recessive placement marketings have postitve affection to

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Huang, Shu-han, and 黃舒涵. "The Effects of Placement Degree and Endorser Attitude on Brand Placement in Music Video." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/09704053083859964513.

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碩士<br>世新大學<br>傳播管理學研究所(含碩專班)<br>101<br>Traditional marketing technique like TV commercial, the audiences will switch the channel when the TV program in commercial to avoid them. Therefore, the TV commercials’ effect is worthy or not. Based on the above, the new marketing technique brand placement has become more and more important and used to all enterprises in the world. Enterprises put any messages what is related to brand on the video screen and other media. So that its will influence audiences’ attitude and intent without knowing. The past decades has to put down in writing with the histo

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LO, CHUNG-TING, and 羅仲廷. "A study of Product Placement, Purchase Willingness, and Brand Loyalty on Sports Footwear Brands." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/73516171604218444277.

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碩士<br>大葉大學<br>運動健康管理學系<br>104<br>The purpose of this thesis was to study how product placement impact purchase willingness and brand loyalty both when subjects were familiar to the brand or not. The research method this study adopted was questionnaire survey, analysis tool was SEM, and survey objects were the junior high students in Taoyuan City. 387 valid questionnaires were retrieved. The results found that: (1) Product placement had a direct effect on purchase willingness. (2) Purchase willingness had a direct effect on brand loyalty. Last, this thesis propose some suggestion based on the r

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Lin, Sheng-Jie, and 林聖傑. "The Influences of Product Placement Modality and Humorous Scenario on Brand Memory and Brand Attitude." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/97953551205264453764.

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碩士<br>真理大學<br>管理科學研究所<br>97<br>The aim of this study is, based on persuasion knowledge model and humorous effect literature, to examine the impact of product placement modality and humorous scenario on brand memory and brand attitude in the mind of consumers. By 2(placement modality: prominent placement vs. subtle placement) × 2(humorous scenario: with vs. without) experimental design, we collected 240 effective samples from Taipei. The major findings were as followings: (1) consumers’ brand memory under prominent placement is higher than that under subtle placement; (2) consumers’ brand attit

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HUNG, YU-HANG, and 洪郁航. "Relationships among Product Placement, Perceived Shopping Value and Brand Commitment." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/23269644103403752614.

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碩士<br>中國文化大學<br>國際企業管理學系碩士在職專班<br>104<br>For customers, “brand” becomes the basis for identification of goods or services, and normally customers will buy product which they can recognize its brand. The “brand commitment” will bring resonance to customers when they are buying specific brand products. And “shopping value” focus on the influence of shopping environment and facilities on customer behavior, and it is closely related to shopping motivation. Besides, customers’ physical and mental demand will be satisfied by purchasing goods and doing shopping that also result in shopping value. Thr

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