Title
New Brand Worlds: College Student Consumer Attitudes toward Brand Placement in Films, Television Shows, Songs, and Video Games.
Document Type
Article
Publication Date
Fall 2008
Abstract
No previous study has yet quantitatively examined attitudes toward brand placement in multiple media. A survey was conducted of 437 college students regarding their attitudes toward brand placements in films, television shows, songs, and video games. A previously unexamined element in the literature, genre, was incorporated. Our results suggest that attitudes toward brand placement are positive overall across media, but that brand placements in songs and video games are less acceptable than within films and television programs. In addition, specific genres are considered especially appropriate or inappropriate for the strategy.
Volume
14
First Page
85
Last Page
101
Recommended Citation
DeGregorio, Federico, "New Brand Worlds: College Student Consumer Attitudes toward Brand Placement in Films, Television Shows, Songs, and Video Games." (2008). Department of Marketing. 69.
https://ideaexchange.uakron.edu/marketing_ideas/69