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Pengaruh Strategy Product Placement dan Peran Penting Brand Liking pada Peningkatan Brand Attitude Suatu Merek yang Ditempatkan Dalam Film
Previous research on product/brand placement indicates the favor of prominent product placement strategy against subtle product placement strategy. These studies, however, usually use brands that are familiar and favorable. The impact of low brand liking toward product placement strategy is still unclear due to lack of researches using this type of brand. This study then compares the different product placement strategies under the high and low brand liking conditions in a box office movie using a 2 x 2 factorial experiment design. The results show that the prominent product placement strategy has signficance influence in increasing brand attitude when brand liking is high but no significant difference when brand liking is low. The subtle product placement strategy, on the other hand, has significant influence in increasing brand attitude when brand iking is both high and low. As there is partial support also during the hypothesis testing, we believe that this is related to moderation from brand personality congruence on one of the brands used in this experiment..Printed journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| MUI4002 | PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | : Lembaga Manajemen Fakultas Ekonomi Universitas Indonesia |
|---|---|
| Edisi | - |
| Subjek | Product placement Brand management Brand placement Brandattitude |
| ISBN/ISSN | 3029859 |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |