MEASURING THE EFFECT OF PRODUCT PLACEMENT STRATEGY ON ATTITUDINAL ASPECTS

Amber Raza, Tariq Jalees

Abstract


Conventional advertisements due to its over exposure are
losing their effectiveness; consequently product placement strategy is becoming a popular marketing tool. The aim of this paper is to ascertain the influence of predictors variable “product placement” on dependent variables (“brand recall, purchase intention and brand loyalty”. This study has a sample of 300 respondents who were selected via Mall intercept method. The data was evaluated through a multiple steps procedure and the overall model tested through SEM. The model was able to successfully explain who consumer’s reacts on product
placement strategy. The results were consistent with the earlier
literature, and all the three hypotheses failed to be rejected. This
study revealed that the strongest effect of product placement was on brand loyalty. Purchase intention and brand recall also significantly affect product placements.

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DOI: http://dx.doi.org/10.22555/pbr.v18i3.943

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