scholarly journals Modelling the Effects of Brand Placements in Movies: An Investigative Study of Event Type and Placement Type

2019 ◽  
Vol 23 (1) ◽  
pp. 31-43
Author(s):  
Chandan A. Chavadi ◽  
Sindhu R. Menon ◽  
Monika Sirothiya
Keyword(s):  
Return On Investment ◽  
Structural Equation ◽  
Group Analysis ◽  
Product Placement ◽  
Equation Model ◽  
Purchase Intentions ◽  
Event Type ◽  
Brand Placements ◽  
Placement Type ◽  
Hollywood Movie

Movies are getting extremely costly and product placement has become inevitable to accommodate brands to support their budgets. Moreover, brands are demanding return on investment for their placements. This article makes an attempt to evaluate the outcome of brand placements in movies. As Indian audiences are exposed to both Hollywood and Bollywood movies, product placement is rapidly turning into a colossal path for brands to achieve their objectives by placing the brand in a subtle or blatant way. It is reasonable to count on that consumer contrast of brands will genuinely get influenced based on the type of the entertainment event (Bollywood vs. Hollywood) and type of the product placement (subtle vs. blatant). A structural equation model was developed to assess the effect of entertainment event and placement type (PT) on brand attitude (AB) and consequently on purchase intentions (PIs). The study also explores the possibility of mediation and conducted multi-group analysis on event type and PT using AMOS and SPSS. The findings help us to comprehend the event type (Hollywood movie vs. Bollywood movie) and the PT (subtle vs. blatant) that has the most significant impact on AB and subsequently on PI.

scholarly journals What kind of video gamer are you?

2019 ◽  
Vol 36 (1) ◽  
pp. 218-227 ◽  
Author(s):  
Nadia Jimenez ◽  
Sonia San-Martin ◽  
Carmen Camarero ◽  
Rebeca San Jose Cabezudo
Keyword(s):  
Video Game ◽  
Purchase Intention ◽  
Structural Equation ◽  
Group Analysis ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Simulation Games ◽  
Content Type ◽  
Social Motivations ◽  
Video Gamers

PurposeThis paper aims to attempt to understand the extent to which the effect of motivations on purchase intention varies for diverse segments of video gamers (depending on their personality).Design/methodology/approachInformation was collected from 511 Spanish video game consumers. Structural equation modeling, clustering and multi-group analysis were then conducted to compare results between segments of gamers.FindingsResults show that hedonic, social and mainly addiction motivations lead to purchase intention of game-related products. Moreover, the authors identify a typology of gamer that gives rise to differences in motivations-purchase intention links: Analysts include individuals who are essentially conscientious, prefer inventive or cognitive and simulation games and whose behavior is more influenced by hedonic and social motivations to play; socializers comprise individuals who are mainly extrovert and emotionally stable gamers and who prefer sports and strategy games. The motivations to play that affect their purchase intentions are mainly social; and sentinels include individuals that are unmindful and introvert, prefer inventive, cognitive, sports and simulation games, and whose social motivations drive their purchase intentions.Originality/valueThere are 2,200 million video gamers around the world, although it is assumed that this vast market is not homogeneous, which has implications for consumer motivations and purchase intention. However, the currently available classifications that address this challenge are rather limited. In this sense, the present paper provides valuable insights into understanding how personality offers a useful variable to segment consumers in the video game industry and how it moderates the effect of motivations on purchase behavior.

scholarly journals Assessment of Occupational Health and Job Satisfaction in Workers with Intellectual Disability: A Job Demands–Resources Perspective

2021 ◽  
Vol 18 (4) ◽  
pp. 2072
Author(s):  
Noelia Flores ◽  
Carmen Moret-Tatay ◽  
Belén Gutiérrez-Bermejo ◽  
Andrea Vázquez ◽  
Cristina Jenaro
Keyword(s):  
Job Satisfaction ◽  
Intellectual Disability ◽  
Structural Equation ◽  
Supported Employment ◽  
Group Analysis ◽  
Job Demands ◽  
Equation Model ◽  
Job Resources ◽  
Health Impairment ◽  
Motivational Process

In the contexts where people with intellectual disability work, there are factors that determine their job satisfaction. The objective of this study was to test the adequacy of the central assumptions of the Job Demands–Resources (JD-R) theory in workers with intellectual disability employed in different work alternatives. Data from 362 workers in sheltered workshops and 192 workers in supported employment were utilized. The model was contrasted using a structural equation model and a multi-group analysis. The results supported the suitability of the model and confirmed that job demands and job resources evoke two relatively independent processes such as health impairment and motivational process. The multi-group analysis confirmed the invariance of the model between the two work alternatives. Thus, the JD-R model offers a useful framework to explain the job satisfaction of workers with intellectual disability. Implications for the improvement of personal and job results are discussed.

scholarly journals Research on the Complex Mechanism of Placeness, Sense of Place, and Satisfaction of Historical and Cultural Blocks in Beijing’s Old City Based on Structural Equation Model

Complexity ◽  
2021 ◽  
Vol 2021 ◽  
pp. 1-13
Author(s):  
Jing Zhang ◽  
Qiang Li
Keyword(s):  
Theoretical Model ◽  
Structural Equation Model ◽  
Sense Of Place ◽  
Structural Equation ◽  
Group Analysis ◽  
Equation Model ◽  
Mediating Effect ◽  
Positive Effects ◽  
Place Experience ◽  
Old City

Using a structural equation model, this study explores the complex influence mechanism between the place experience and satisfaction of the historical and cultural blocks in the old city of Beijing and the mechanism differences between different types. Based on the data obtained in the questionnaire survey, this study uses the structural equation model method to propose a theoretical model of the relationship between place experience and satisfaction, and through path analysis, the theoretical model of the path relationship between the dimensions of placeness, sense of place, and satisfaction is estimated and tested. Through the mathematical verification of the structural model, on the basis of establishing the final theoretical model, the hypothesis to be proved is further verified. This study also uses the bootstrap method to test the significance of the mediating effect of place experience and uses multiple-group analysis to try to explore the moderating role of residents’ and tourists’ identity types in the model. The study found that there are multiple correlations among placeness, sense of place, and place satisfaction in the historical and cultural blocks in the old city of Beijing. The placeness is the foundation and the sense of place is the intermediary variable, which both affect satisfaction; furthermore, tourists and residents have differences in the mechanism of placeness and sense of place on satisfaction. On the one hand, the perception of placeness directly affects satisfaction, and on the other hand, the sense of place has an indirect effect on satisfaction. The positive effects of tourists' placeness on sense of place and sense of place on satisfaction are greater than that of residents. However, the positive effect of residents' placeness on satisfaction is greater than that of tourists.

No More “Good” Intentions: Purchase Behaviors in Sponsorship

2016 ◽  
Vol 30 (2) ◽  
pp. 162-175 ◽  
Author(s):  
Noni Zaharia ◽  
Rui Biscaia ◽  
Dianna Gray ◽  
David Stotlar
Keyword(s):  
Structural Equation ◽  
The United States ◽  
Equation Model ◽  
Purchase Intentions ◽  
Web Surveys ◽  
Sport Sponsorship ◽  
Sponsorship Effectiveness ◽  
Soccer Fans ◽  
Purchase Behaviors ◽  
The Impact

The growth of sport sponsorship has led to an increase in the number of studies measuring sponsorship outcomes in different sport settings. Most studies, however, have focused on understanding the factors leading to purchase intentions. A more accurate assessment of sponsorship effectiveness would come through measuring actual purchase behaviors. The purpose of this study was to examine a sport sponsorship model that included awareness, fit, attitude toward the sponsor, past purchases, purchase intentions, and actual purchases. Data were collected via longitudinal web surveys conducted with soccer fans from the United States. The results of a structural equation model provided evidence that the relationships among the analyzed sponsorship outcomes did not have a significant effect on actual purchase behaviors. The discussion includes questions about the impact of sponsorship variables such as awareness, fit, attitude toward the sponsor, purchase intentions, and past purchases on actual purchase behaviors.

Sexual harassment and customer-oriented boundary-spanning behaviors

2020 ◽  
Vol 32 (1) ◽  
pp. 3-19 ◽  
Author(s):  
Hyo Sun Jung ◽  
Hye Hyun Yoon
Keyword(s):  
Sexual Harassment ◽  
Structural Equation ◽  
Group Analysis ◽  
Boundary Spanning ◽  
Equation Model ◽  
Moderating Effect ◽  
Working Environment ◽  
Content Type ◽  
Institutional Control ◽  
The Individual

Purpose The purpose of this study is to evaluate the recognition of sexual harassment (SH); to describe the relationships among SH, employees’ burnout, customer-oriented boundary-spanning behaviors (COBSB); and to verify the moderating effect of employees’ psychological safety (PS), all within deluxe hotels in South Korea. Design/methodology/approach Prior to verifying the hypotheses, reliability and confirmatory factor analysis were managed, and correlation analysis was used to confirm the directionality between the hypotheses. The hypotheses were analyzed using a structural equation model and multi-group analysis was used to analyze the moderating effect. Findings Perceived SH was significantly related to employees’ burnout and COBSB. Also, the employees’ burnout was significantly related to COBSB. The moderating effect was significant; low PS greatly increased relative to the effects of SH on COBSB. Originality/value All types of companies consider unethical behaviors, such as SH in the workplace, as crucial problems that degrade the individual quality of life, and some firms have devised active measures to prevent and relieve damages. Companies should implement employee-centered policies that enable employees, the victims, to formally report and testify to what they have suffered from without revenge from their assailants. All the factors that contribute to the institutional control of SH within the working environment should be taken into consideration, and strict standards should be applied on a company level by criminalizing such behaviors. Employees should be trained on how to effectively cope with diverse types of SH.

scholarly journals Virtual Worlds, Virtual Reality, and Augmented Reality: Differences in Purchase Intentions Based on Types, Users, and Sex

2017 ◽  
Vol 10 (1) ◽  
Author(s):  
Angie marie Cox ◽  
Indira Guzman ◽  
Sikha Bagui ◽  
Kenneth Cromer
Keyword(s):  
Virtual Reality ◽  
Augmented Reality ◽  
Virtual Worlds ◽  
Structural Equation ◽  
Reasoned Action ◽  
Group Analysis ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Practical Applications ◽  
The Difference

This paper discusses the disparity between two Virtual World (VW) users groups: Social and Game-oriented users. It highlights the difference between the distinct players' behaviors and their purchase intentions in VWs. It then examines the differences in the sexes. The findings are applied to possible conditions in Augmented Reality (AR) and Virtual Reality (VR). This paper sheds light on consumers’ behaviors and markets in VWs, AR and VR to increase understanding of a popular pastime and an activity that has an abundance of practical applications. The backbone of the study comes from the Theory of Reasoned Action (TRA) and Flow Theory to explain how the different VW user attributes, such as skill and challenge, play a role in VW purchase intentions. This paper uses a data sample and modified model from Cox (2016) to find significant sex differences between the Social-oriented users and Game-oriented users, by using bootstrapping and Partial Least Squares (PLS), Structural Equation Modeling (SEM), and multi-group analysis. Female Game-oriented users were found to have a stronger relationship between their challenge levels to their VW shopping subjective norms (SN) than male Game-oriented users, while Social-oriented users displayed no significant variances. This means VW, AR and VR game designers, businesses, and researchers should recognize differences in the groups, to design and strategize ways to maximize female Game-oriented players' challenge level in order to flourish VW SN and overall lead to increased sales.

Modeling attitude constructs in movie product placements

2014 ◽  
Vol 23 (7) ◽  
pp. 516-531 ◽  
Author(s):  
Siva K. Balasubramanian ◽  
Hemant Patwardhan ◽  
Deepa Pillai ◽  
Kesha K. Coker
Keyword(s):  
Conceptual Framework ◽  
Structural Equation ◽  
Research Area ◽  
Product Placement ◽  
Equation Model ◽  
Equation Modeling ◽  
Future Research ◽  
Research Attention ◽  
Content Type ◽  
Product Placements

Purpose – The purpose of this paper is to propose and test a conceptual framework of attitudinal constructs that influence attitude toward the brand in movie product placements. Advertising literature is replete with studies on factors that influence attitude toward the brand (Ab). However, this topic remains under-explored for product placements. Design/methodology/approach – Our framework showcases several theories to relate attitude and fit constructs to attitudes toward the product placement and attitude toward the brand. We use the structural equation model approach to estimate the conceptual framework. Findings – Several attitudinal movie constructs (attitude toward the actor, the character and the movie) influence attitude toward the product placement, which in turn mediates the relationship between the former attitudinal constructs and attitude toward the brand. Interestingly, only the fit between the actor and placed brand impacted attitude toward the product placement, with no effects found for the fit between the character and the fit between the movie and brand and the attitude toward the product placement. Research limitations/implications – We focus on explicit attitudes; implicit attitudes need future research attention. Practical implications – Findings affirm a key role for the actor featured in the placement in directly or indirectly shaping the attitude toward the brand. Originality/value – This is the first study to apply the structural equation modeling approach to this research area.

Antecedents of consumer animosity and the role of product involvement on purchase intentions

2017 ◽  
Vol 32 (1) ◽  
pp. 42-57 ◽  
Author(s):  
Ji Eun Park ◽  
Sung-Joon Yoon
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Negative Impact ◽  
Negative Relationship ◽  
Equation Model ◽  
Purchase Intentions ◽  
Product Involvement ◽  
Content Type ◽  
Consumer Animosity

Purpose The purpose of this paper is to further our understanding of the sources of consumer animosity and the moderating role of product involvement on purchase intentions. Design/methodology/approach Animosity is examined in the context of South Korean consumers’ purchase intentions toward Japanese products. A structural equation model was estimated in Lisrel 8.80 to assess the proposed model. Findings The results offer evidence that consumer ethnocentrism and susceptibility to normative influence have a positive relationship with animosity while cosmopolitanism has a negative relationship with animosity. Furthermore, animosity negatively influences intentions to purchase for high-involvement products, but not for low-involvement products. Practical implications International marketing managers can better identify the risk that consumer animosity poses to their products and services based on level of product involvement and characteristics of the market segment. Originality/value This study offers clarity to the understanding of animosity by examining additional antecedents of animosity that reflect different world views. It also provides an exception to the previous findings that in general animosity has a negative impact on consumers’ willingness to buy products of countries for which consumers have animosity. In other words, the effect of animosity on purchase intention of products from a disliked country depends on the degree of involvement.

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