scholarly journals The Effectiveness Of Product Placement By Media Types: Impact Of Image And Intention To Purchase

2014 ◽  
Vol 7 (1) ◽  
pp. 29-42
Author(s):  
Frank Guennemann ◽  
Yoon C. Cho
Keyword(s):  
Purchase Intention ◽  
Brand Image ◽  
Product Placement ◽  
Brand Awareness ◽  
Communication Tool ◽  
Integrated Marketing ◽  
Product Placements ◽  
Purchasing Intention ◽  
Managerial Implications ◽  
Media Types

Product placement, as an integrated marketing communication tool, is widely applied to increase attention, interest, and purchasing intention. Product placement is also identified as an integrative conceptual model that captures how such messages generate audience outcomes (Balasubramanian, Karrah, and Patwardhan, 2006). By considering various applications of product placement in the automobile brands, the purpose of this study is to measure awareness, familiarity, image, and purchase intention of brands placed in various media types. In particular, this study measures 1) how brand awareness from product placement affects brand image, 2) how brand familiarity from product placement affects brand image, 3) how brand image affects purchase intention, and 4) the effects of brand awareness and familiarity based on different media types. This study applied a survey to collect data and used quantitative analyses to test hypotheses. The study provides managerial implications for the effectiveness of product placements by media types.

scholarly journals INFLUENCE OF INTEGRATED MARKETING COMMUNICATION TO BRAND AWARENESS AND BRAND IMAGE TOWARD PURCHASE INTENTION OF LOCAL FASHION PRODUCT

2021 ◽  
Vol 4 (15) ◽  
pp. 23-41
Author(s):  
Nahda Ihzaturrahma ◽  
Nurrani Kusumawati
Keyword(s):  
Purchase Intention ◽  
Brand Image ◽  
Sales Promotion ◽  
Brand Awareness ◽  
Target Market ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Fashion Products ◽  
Fashion Brand

Many young Indonesian entrepreneurs have opened clothing brands to introduce local fashion products that are not inferior to other well-known brands. Business owners are still confused about how they can increase brand awareness and brand image through effective information dissemination methods. This really affects several things in the business they have, such as sales, followers on social media, consumers, etc. Therefore, this research aims to identify Integrated marketing communications methods can affect brand awareness and brand image toward the purchase intention of local fashion products by using smart PLS analysis. This time, the object of the questionnaire this time is using a local brand from Dama Kara. Six hypotheses are proposed based on the needs you want to analyse and a quantitative approach was adopted with 215 respondents. This study confirmed that one of the most influential factors on purchase intention towards local fashion products is sales promotion, in which people will purchase local fashion products if they get many promotions that are offered from the local fashion brand they want to buy. According to the data processing results, there are two aspects that influence brand image and brand awareness: advertising and sales promotion. Thus, this finding highlights the need to analyse many local fashion brands in Indonesia more deeply and more specifically so that they can find out the problems that occur in each local fashion brand in Indonesia and get perspectives from various consumers from various local fashion brands. These findings from this research will be used as a recommendation for the Look at Me brand to develop a sustainable marketing strategy for the more specific Indonesian target market with methods from integrated marketing communication.

scholarly journals Processing of product placements and brand persuasiveness

2016 ◽  
Vol 34 (3) ◽  
Author(s):  
Fanny Fong Yee Chan ◽  
Ben Lowe ◽  
Dan Petrovici
Keyword(s):  
Purchase Intention ◽  
Design Methodology ◽  
Negative Relationship ◽  
Product Placement ◽  
Policy Implications ◽  
Brand Awareness ◽  
Web Based ◽  
Product Placements ◽  
Effective Media ◽  
Practical Implications

Purpose This research contributes to literature on marketing communication by exploring the roles of depth of processing and the dispositional factor, need for cognition (NFC), on consumer perceptions of product placement. Design/methodology/approach A web-based experiment with a 2 (low versus high prominence) x2 (low versus high brand awareness) x2 (with versus without prior disclosure) between-subjects full factorial design was conducted. Findings The results indicate that prominent placements were found to elicit more extensive processing, which was negatively correlated with brand attitudes. A significant negative relationship between NFC and purchase intention towards a placed brand was also revealed. Practical implications The study offers managerial and policy implications for practitioners and educators. It is suggested that brand practitioners should avoid placing brands too prominently or in film genres which are cognitively demanding. The low NFC group appears to be more vulnerable to covert marketing. Therefore it is suggested that media educators target this group and plan effective media literacy programs to guard youngsters from surreptitious selling. Originality/value This is the first study to empirically examine the role of prominence, brand awareness and prior disclosure in the processing of product placement information and their influence on product placement effectiveness.

scholarly journals Influence of Placement on Explicit and Implicit Memory of College Students

Comunicar ◽  
2015 ◽  
Vol 22 (44) ◽  
pp. 169-176 ◽  
Author(s):  
Leslier Valenzuela-Fernández ◽  
Carolina Martínez-Troncoso ◽  
Felipe Yáñez-Wieland
Keyword(s):  
College Students ◽  
Implicit Memory ◽  
Explicit Memory ◽  
Purchase Intention ◽  
Scientific Evidence ◽  
Product Placement ◽  
Brand Awareness ◽  
Communication Tool ◽  
Television Programs ◽  
Academic World

The use of product placement as a marketing communication tool is based on the inclusion of products or brands in the scene where the action is. The use of this tool has benefits for both the producer of the movie, as well as for brands and / or products. There is currently no consensus in the academic world on how to measure the effectiveness of this communication tool. There is scarce scientific evidence in Latin America, and in Chile this format has been used in television programs, and only recently in movies. The objective of this research is to study the influence of placement in movies on explicit memory (unaided recall and brand awareness) and implicit memory (purchase intention) through the implementation of an experiment performed on a sample of 205 Chilean college students, according to the different types of placement in movies: brands as part of the background, used by a main character, and connected with the plot. The results indicate that the higher the degree of integration of the brand with the plot of the film, the higher the probability of stimulating the explicit memory of participants and thereby unaided recall and brand awareness, providing empirical evidence regarding the learning of consumer behavior through placement as a communication tool.El uso del «product placement» como una herramienta de comunicación en marketing, se basa en la inclusión de productos o marcas en el escenario donde se desarrolla la acción. La utilización de esta herramienta presenta beneficios tanto para el productor del largometraje, como también para las marcas y/o productos. Actualmente no existe en el mundo académico un consenso respecto a cómo medir la efectividad de esta herramienta de comunicación. En Latinoamérica existe una escasa evidencia científica, y en Chile, este formato ha sido utilizado en espacios televisivos, y recientemente se está incursionando en el cine. El objetivo de esta investigación es estudiar la influencia del «placement» en las películas sobre la memoria explícita (recuerdo espontáneo y reconocimiento de marca) y memoria implícita (intención de compra) a través de la aplicación de un experimento a una muestra de 205 estudiantes universitarios chilenos, según los distintos tipos de «placement» en las películas: marcas como parte del fondo, usadas por un personaje principal, y conectadas con la historia. Los resultados indican que cuanto mayor es el grado de integración de la marca con la trama de la película, mayor es la probabilidad de estimular la memoria explícita de los estudiantes y con esto el recuerdo y reconocimiento de una marca, aportando evidencia empírica en relación con el aprendizaje de conductas de consumo por medio del «placement» como herramienta de comunicación.

Faktor-Faktor yang Mempengaruhi Minat Beli Produk Makanan Olahan Halal pada Konsumen

2018 ◽  
Vol 8 (3) ◽  
pp. 250
Author(s):  
Saniatun Nurhasah ◽  
Jono M Munandar ◽  
Muhammad Syamsun
Keyword(s):  
Food Safety ◽  
Direct Effect ◽  
Indirect Effect ◽  
Purchase Intention ◽  
Brand Image ◽  
Perceived Value ◽  
Perceived Quality ◽  
Market Potential ◽  
Purchasing Intention ◽  
Positive Direct

<p><em>ABSTRACT</em></p><p><em>Indonesia is one of the largest Moslem population countries in the world. It leads to the increasing of halal product demand in Indonesia. The awareness to consume halal product becomes a large market potential for producers to produce their halal products. Nowadays, halal is not only purely about religion matter, but also about business and trade. The objective of this study is to investigate the factors affecting customers on purchasing halal buying interest on processed food. We use a purposive sampling method with 109 respondents who are customers of the supermarkets and minimarkets in Bogor City/District, Indonesia. While data analysis is done by SEM-PLS method, this study uses brand image, perceived quality, perceived value, halal certification, health reason, halal awareness, and halal marketing as the factors which are affecting the halal purchase intention of the customers. The result showed that health reason, halal awareness, and perceived value have a significant and positive direct effect on purchasing intention. Halal marketing also shows a significant and positive effect on purchasing intention. While halal marketing shows a negative and significant effect on purchasing intention. The food safety, halal certification, brand image, and perceived quality show the same effect which has no direct effect on purchasing intention. Furthermore, food safety has an indirect effect on purchasing intention through health reason. Halal certification has an indirect effect on minat beli through brand image variable. Meanwhile, brand image and perceived quality have an indirect effect through perceived value variable on purchasing intention.</em></p><p><em><br /></em></p><p>ABSTRAK</p><p>Indonesia adalah salah satu negara dengan populasi Muslim terbesar di dunia. Hal ini menyebabkan meningkatnya permintaan produk halal di Indonesia. Kesadaran untuk mengkonsumsi produk halal menjadi potensi pasar yang besar bagi produsen untuk memproduksi produk halal mereka. Saat ini, halal tidak hanya murni soal agama, tapi juga soal bisnis dan perdagangan. Tujuan dari penelitian ini adalah untuk mengetahui faktor-faktor yang mempengaruhi minat pelanggan dalam membeli pada makanan olahan halal. Kami menggunakan metode voluntery sampling dengan 109 responden yang merupakan pelanggan supermarket dan minimarket di Kota/Kabupaten Bogor, Indonesia. Sedangkan analisis data dilakukan dengan metode SEM-PLS. Penelitian ini menggunakan citra merek, persepsi kualitas, persepsi nilai, sertifikasi halal, kesehatan, kesadaran halal, dan Pemasaran halal sebagai faktor yang mempengaruhi niat pembelian halal pelanggan. Hasil penelitian menunjukkan bahwa kesadaran halal, alasan kesehatan, dan persepsi nilai berpengaruh positif dan signifikan terhadap niat beli. Pemasaran halal juga menunjukkan efek positif dan signifikan terhadap niat beli. Sedangkan pemasaran halal menunjukkan efek negatif dan signifikan terhadap niat beli. Keamanan pangan, sertifikasi halal, citra merek, dan kualitas yang dirasakan menunjukkan efek yang sama yang tidak berpengaruh langsung pada niat beli. Selanjutnya, keamanan pangan berpengaruh tidak langsung terhadap niat beli melalui alasan kesehatan. Sertifikasi halal memiliki efek tidak langsung terhadap niat beli melalui variabel citra merek. Sedangkan citra merek dan persepsi kualitasmemiliki pengaruh tidak langsung melalui persepsi nilai variable terhadap niat beli.</p>

scholarly journals Determining the Impacts of Celebrity Based Brand Endorsements on Consumers’ Purchasing Intention

2018 ◽  
pp. 76-93
Author(s):  
Adil Adnan Et al.,
Keyword(s):  
Urban Areas ◽  
Purchase Intention ◽  
Linear Regression Analysis ◽  
Celebrity Endorsement ◽  
Khyber Pakhtunkhwa ◽  
Global Brand ◽  
Purchasing Intention ◽  
Brand Advertising ◽  
Challenges And Opportunities ◽  
Managerial Implications

For the 21st Century marketing managers, the globalization has resulted in a fierce battle of the brands at the local and global levels. It has opened new brand investment avenues for the local and global brand advertising managers that are having both the promotional challenges and opportunities. The local and global businesses are rapidly expanding in Khyber Pakhtunkhwa especially in its provincial Capital Peshawar. For the same reason, the brand managers are always in search of devising the most effective advertising techniques. Celebrity endorsement technique is amongst one of them. The current study aims to explore the effectiveness of celebrity endorsement as an advertising technique and investigates its relationship with the purchase intention of the buyers. The study has been conducted by taking 790 respondents from the urban and sub urban areas of Khyber Pakhtunkhwa province of Pakistan. The impacts of various determinants of celebrity endorsement models were checked through simple linear regression analysis with the consumer purchasing intention. As a result, positive relationship was found between the celebrity endorsements and the buying intention of the buyers. The study has described useful academic as well as managerial implications for both the local and global brand advertisers.

scholarly journals Pengaruh Brand Awareness, Brand Image dan Customer Perceived Value Terhadap Purchase Intention

2020 ◽  
Vol 4 (3) ◽  
pp. 81
Author(s):  
Luki Lukmanul Hakim ◽  
Keni Keni
Keyword(s):  
Purchase Intention ◽  
Brand Image ◽  
Perceived Value ◽  
Sampling Technique ◽  
Purchase Intentions ◽  
Brand Awareness ◽  
Analysis Method ◽  
Scale Method ◽  
Customer Perceived Value ◽  
Operational Variables

This study aims to determine the effect of brand awareness, brand image, and customer perceived value on purchase intentions. The sampling technique used in this study is nonprobability sampling by purposive sampling using a quantitative approach by distributing questionnaires to 146 which valid respondents 142 respondents. Data analysis method used in this study is multiple regression analysis. For operational variables using the Likert scale method of validity used a computer measuring instrument that is SPSS 25.0. The results showed that the brand awareness variable have a significant and positif effect, brand image have a significant and positif effect, customer perceived value have a significant and positif effect on purchase intention. In this case the brand image is the most influences of purchase intention.

scholarly journals Proposed Customer-based Brand Equity (CBBE) Strategy for Railway Courier Service – Case Study: Rail Express of PT Kereta Api Indonesia

2021 ◽  
Vol 6 (1) ◽  
pp. 1-5
Author(s):  
Fahmi Aulia Rahman ◽  
Nita Garnida
Keyword(s):  
Brand Equity ◽  
Brand Image ◽  
Low Cost ◽  
Distribution Channel ◽  
Product Distribution ◽  
Brand Awareness ◽  
Target Market ◽  
Integrated Marketing ◽  
Railway Transportation ◽  
Courier Service

PT Kereta Api Indonesia (KAI) is a railway transportation service provider in Indonesia. In 2019, KAI launched railway courier service to support logistic sector, called Rail Express. Despite the advantages of railway courier service in providing low-cost fee and minimum risk of time delay and accident, low market penetration indicates brand awareness in the market is still very low. The main objective of this study is to develop customer-based brand equity strategy for railway courier service, by using Rail Express as the case to carry out the research. This study used a series of qualitative method research to fully comprehend the business situation and propose the solution to the business problem. First, in-depth interviews were conducted to the management and staff of KAI to assess external and internal environments of railway courier service. Second, focus group discussions were conducted to gain consumers’ insight related to brand awareness and brand image of Rail Express. The discussion was attended by 16 participants that represent Rail Express target market of e-commerce buyer and seller. Third, this study used TOWS matrix to generate business solution alternatives based on previous analysis findings. As the result, this study formulated three main strategies to build customer-based brand equity: first, integrated marketing communication to establish brand awareness by increasing brand recall and brand recognition; second, brand repositioning to establish brand image by developing brand associations related to positive image and technology; and third, improvement on existing marketing mix, i.e., product, distribution channel, and price strategies.

scholarly journals The Effect of Customers' Price Perception, Perceived Quality and Brand Image Toward Purchasing Intention in Bandung Local Shoe Brand

2020 ◽  
Author(s):  
Dini Ika Septiani ◽  
Rendra Chaerudin
Keyword(s):  
Purchase Intention ◽  
Brand Image ◽  
Scale Up ◽  
Perceived Quality ◽  
Purchase Intentions ◽  
Image Perception ◽  
Customer Perception ◽  
Price Perception ◽  
Purchasing Intention ◽  
Data Collection Technique

Despite the contribution of shoe industry for Indonesia economic growth most of the entrepreneur has a problem to scale up their business. Intense competition becomes one of the reasons. In order to capture the current market, a company should concern to determine consumer purchase intention. However, customers purchase intention is a complex process. It is known that customers’ perceived quality, price perception, and brand image are factors that influence the purchasing intention of the product. The absence of owner knowledge in customer perception toward the brand indicates to cause the low of customer intention to buy the product. For this reason, the researcher interest to do research about the relationship between customer perception and purchasing intention. This study aims to discuss the effects of customers’ perceived quality, price perception, and brand image on purchase intentions toward shoe brand in Bandung, Jakarta, and Yogyakarta. This research using descriptive analytics and multiple linear regression to analyze the data collected. The research using non-probability sampling data collection technique with female respondents domiciled in Bandung, Jakarta, and Yogyakarta. The results of this study show that customers’ perceived quality, price perception, and brand image has a significant result on purchase intentions in the shoe brand. Furthermore, based on the results of this paper the researcher gives advice for the reference of future studies. Keywords: purchasing intention, perceived quality, price perception, brand image, perception.

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