بررسی تاثیر عوامل زمینه ای بر اثربخشی جایگذاری برند در فیلمهای سینمائی

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 کارشناس ارشد مدیریت بازرگانی- بازاریابی، دانشگاه آزاد اسلامی، واحد علوم و تحقیقات قزوین، قزوین، ایران

2 دانشیار گروه مدیریت بازرگانی دانشکدة مدیریت، دانشگاه آزاد اسلامی، واحد علوم و تحقیقات تهران، تهران، ایران

چکیده

یکی از روش‌های نوین در تبلیغات، جایگذاری برند در انواع رسانه‌ها به‌ویژه فیلم‌های سینمایی است. هدف از این پژوهش، بررسی تأثیر عوامل زمینه‌ای بر اثربخشی جایگذاری برند است که شامل دو عامل قصد خرید و یادآوری می‌شود. پژوهش حاضر از نظر هدف کاربردی و از نظر نحوة گردآوری داده‌ها توصیفی- پیمایشی است. جامعة آماری پژوهش، دانشجویان دوره‌های کاربردی مرکز آموزش بازرگانی تهران هستند. نمونة آماری شامل 342 پرسشنامة جمع‌آوری‌شده با استفاده از روش نمونه‌گیری تصادفی ساده بود. برای تجزیه و تحلیل داده‌ها در بخش آمار استنباطی از آزمون بارتلت، تحلیل عاملی تأییدی و اکتشافی و مدل‌یابی معادلات ساختاری استفاده شد. نتایج بیانگر آن است که میزان علاقة مخاطب به فیلم سینمایی مورد نظر و علاقة کلی مخاطب به تماشای فیلم‌های سینمایی از طریق متغیر میانجی نگرش کلی مخاطب به جایگذاری برند، بر اثربخشی جایگذاری برند اثر مستقیم و مثبتی دارند. همچنین، عامل میزان آشنایی با فیلم سینمایی مورد نظر از طریق متغیر نگرش کلی مخاطب، تأثیر چندانی بر اثربخشی جایگذاری ندارد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Investigating the effect of context factors on the effectiveness of brand placement in movies

نویسندگان [English]

  • Zahra Gholizadeh 1
  • Kambiz Heidarzadeh 2
1 MSc. in Business Administration Marketing, Islamic Azad University, Science and Research Branch of Qazvin, Iran
2 Associate Professor, Business Administration School of Management, Islamic Azad University, Science and Research Branch of Tehran, Iran
چکیده [English]

Brand placement is a modern method in advertising in a variety of media modes especially in movies. This research aims to investigate the effect of context factors on the effectiveness of brand placement. In this regard, two factors of purchase intention and recall are studied as the most important criteria of effectiveness of brand placement. This research is applied in terms of objective, and descriptive in terms of data collection. The research population consists of the students of applied courses in business training center of Tehran. The sample includes 342 people who were selected randomly. In order to analyze the data by inferential statistics, Bartlet test, Confirmatory factor analysis, exploratory factor analysis and SEM are used. The research results indicate that context factors such as the audience interest in the movie and the overall interest in movies affect the overall attitude of audience. Furthermore, the factor of familiarity with a movie does not affect the overall attitude of audience toward brand placement.

کلیدواژه‌ها [English]

  • brand placement
  • Effectiveness
  • overall attitude toward brand placement
  • Purchase intention
  • Recall

مراجع

Argan, M. V. (2007). Audience attitudes towards product placement in movies: A case from Turkey, Journal of American Academy of Business, Cambridge, 11(1): 161- 167.
Andriasova, A. V. (2006). They placed, I saw, I was conquered: Evaluating the effects of persuasion knowledge and prominence of brand placement on viewer’s attitudes and behavior, Doctoral dissertation, University of Texas, Austin.
Boeing, R., Torres Urdan, A. & Gentry, J. W. (2013). I saw it in the movies, but does that matter? Product placement in a cross cultural study between brazil and the USA, Revista Brasileira de Marketing, 12(1): 1- 28.

Chan, F. (2012). Product placement and its effectiveness: A systematic review and propositions for future research, The Marketing Review, 12(1): 39- 60.

Fornell, C. & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics, Journal of marketing research, 29(2): 382- 388.
Dehghani Soltani, M., Mohammadi, E., Pour Ashraf, Y. & Saye Miri, K. (2013). A survey of effective factors on evaluating consumers, Attitude towards brand extension, Quarterly Journal Business Management, 5(1): 85- 104. (In Persian)
Gupta, P. B., Balasubramanian, S. & Klassen, M. (2000). Viewer’s evaluations of product placements in movies: Public policy issues and managerial implications, Journal of Current Issues and Research in Advertising, 22(2): 41- 52.
Gupta, P. B. & Gould, S. J. (1997). Consumer's perceptions of the ethics and acceptability of product placements in movies: Product category and individual differences, Journal of Current Issues and Research in Advertising, 19(1): 37- 50.
Kim, M. S. & McClung, S. R. (2010). Acceptability and ethics of product placement in sport video games, Journal of Promotion Management, 16(2): 411- 427.
Law, S. & Braun, K. A. (2000). I’ll have what she’s having: Gauging the impact of product placements on viewers, Journal of Psychology & Marketing, 17(12): 1059- 1076.
McDonnell, J. & Drennan, J. (2010). Virtual product placement as a new approach to measure effectiveness of placements, Journal of Promotion Management, 16(2): 25- 38.
McKechnie, S. A. & zhou, J. (2003). Product placement in movies: A comparison of Chinese and American consumer’s attitudes, International Journal of Advertising, 22(3): 349- 374.
Manzano, I. (2010). Product placement: Implicit memory and choice for brands placed in a novel, Doctoral dissertation, Texas A & M University, Texas.
Morton, C. R. & Friedman, M. (2002). I saw it in the movies: Exploring the link between product placement beliefs and reported usage behavior, Journal of Current Issues & Research in Advertising, 24(2): 33- 40.
Madhoushi, M. & Rezaee, S. (2013). Evaluating The effectiveness of viral advertising using experimental design, Quarterly Journal Business Management, 5(3): 125- 144. (In Persian)
Maleki, M. & Haji Hasani, N. (2013). Investment in brand reinforcement and credibility in advertising, Quarterly Journal Business Management, 5(4): 79- 98. (In Persian)
Mirzaee, Kh. (2011). Research, Researcher & Research Reporting, Jameshenaasaan, Tehran. (In Persian)
Negrao, M. S. (2011). Product Placement and Branded Entertainment: A Look Into The Alternative Advertising Methods. MA Degree, The University of Texas, Austin.
Nebenzahl, I. D. & Secunda, E. (1993). Consumer’s attitudes toward product placement in movies, International Journal of Advertising, 12(1): 1- 12.
Nelli, R. P. (2009). Italian young people’s attitudes toward product placement in movies: A cross-cultural comparison of product placement acceptability, Journal of Communicative business, 2(1): 58- 85.
Nunnally, J. C. & Bernstein, I. H. (1991). Psychometric theory, McGraw, New York.
Ong, B. S. (2004). A comparison of product placement in movies and television programs: An Online research study, Journal of Promotion Management, 10(2): 147- 158.
Park, D. J. & Berger, B. (2010). Brand placement in movies: The effect of film genre on viewer recognition, Journal of Promotion Management, 16(4): 428- 444.
Reijmersdal, E. V. Neijens, P. & Smit, E. G. (2009). A new branch of advertising reviewing factors that influence reactions to product placement, Journal of advertising research, 73(4): 429- 449.
Roshandel Arbatani, T., KHajeieian, D. & Aazami, A. (2010). Designing metrics for measurement of commercial advertising on audiences in IRIB, Quarterly Journal Business Management, 2(4): 53- 72. (In Persian)
Steortz, E. (1987). The cost efficiency and communication effects associated with brand name exposure within motion pictures, Journal of Communication, 42(4): 73- 93.
Tiwsakul, R., Hackley, C. & Szmigin, I. (2005). Explicit, non-integrated product placement in British television programmes, International Journal of Advertising, 24(1): 95- 111.
Vollmers, S. & Mizerski, R. (1994). A review and investigation into the effectiveness of product placements in films, Journal of Memory & Cognition, 15(3) : 269-280.
Wiles, M. & Danielova, A. (2009). The worth of product placement in successful films: An event study analysis, Journal of Marketing, 73(4): 44-63.
Zhao, Y. (2013). Consumer’s attitude towards product placement in television programs, MA Thesis, Hanken, School of Economics.

فایل ها

هم رسانی

ارجاع به این مقاله

آمار