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
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