This study examines consumer perceptions of product placement within the United Kingdom’s entertainment industry. These perceptions are explored through a self-administered survey in which different forms of product placement were shown to participants. The results support the existing literature, whilst also uncovering several new conclusions that contribute to understanding of consumer perception towards product placement. A new model was created from the research that showcases five different factors that help create a perception of product placement, as well as the consumer’s personal influences. The practical marketing industry implication of these findings are also discussed.
The full text of these resource are only available to Oxford Brookes staff and students. Please login to RADAR if you are a student or member of staff
Crane, Jordan
Rights Holders: Crane, Jordan Supervisors: Chatterjee, Indroneel
Oxford Brookes Business SchoolDepartment of Marketing
MSc Marketing and Brand Management
2020
© Crane, Jordan Published by Oxford Brookes UniversityAll rights reserved