scholarly journals Exploring the impact of celebrity endorsement on product placement effectiveness

2018 ◽  
Vol 2 (1) ◽  
pp. 25-35
Author(s):  
Kazuhiro Kishiya
Keyword(s):  
Product Placement ◽  
Celebrity Endorsement ◽  
The Impact

INVESTIGATING THE IMPACT OF PRODUCT PLACEMENT ON BRAND ATTITUDE: A CASE OF MARVEL MOVIES

2018 ◽  
Vol 2018 ◽  
pp. 1142-1143
Author(s):  
George C. Shen ◽  
◽  
Cia-Han Tsai ◽  
Rick Lee ◽  
Chia Ann Lai
Keyword(s):  
Product Placement ◽  
Brand Attitude ◽  
The Impact

The impact of product placement on TV-induced tourism: Korean TV dramas and Taiwanese viewers

2011 ◽  
Vol 32 (4) ◽  
pp. 805-814 ◽  
Author(s):  
Hung Jen Su ◽  
Yu-An Huang ◽  
Glen Brodowsky ◽  
Hyun Jeong Kim
Keyword(s):  
Product Placement ◽  
The Impact

scholarly journals An Impact Analysis Concerning the Effect of Scandals on Sustainable Consumer Purchase

2021 ◽  
Author(s):  
Simona Vasilache
Keyword(s):  
Impact Analysis ◽  
Customer Behavior ◽  
Quantitative Approach ◽  
Purchase Decision ◽  
Celebrity Endorsement ◽  
The Impact

The idea of the current research started from noticing a major gap in the customer behavior literature - researchers scarcely analyzed the impact of scandals on the customer purchase decision in the case of celebrity endorsement. Using a quantitative approach based on questionnaires, 101 people were asked about their opinions, the goals being to find out if people are influenced by the celebrity scandals, if people tend to have different reactions in terms of consumer purchase decision when it comes to various different negative actions carried on by the endorsers - will a murder upset the customers more than an infidelity scandal? - and if there are any differences in treating Romanian and foreign celebrities once they would enter into such a scandal.

INFLUENCE OF DIGITAL MEDIA MARKETING AND CELEBRITY ENDORSEMENT ON CONSUMER PURCHASE INTENTION

2021 ◽  
Vol 14 (8) ◽  
pp. 145-158
Author(s):  
Raj Kumar Singh ◽  
Bijay Prasad Kushwaha ◽  
Tushita Chadha ◽  
Vivek Anand Singh
Keyword(s):  
Digital Media ◽  
Purchase Intention ◽  
Sampling Technique ◽  
Purchase Intentions ◽  
Purchase Intent ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
Consumer Purchase Intention ◽  
Marketing Tool ◽  
The Impact

Digital media marketing and celebrity endorsement have a significant impact on consumer purchase intent. The digital media marketing tools give marketers a competitive advantage in influencing customers and driving purchase intent toward their offerings. The study aims to examine the effectiveness of digital media as well as the impact of celebrity endorsements on consumer purchase intentions. The purposive sampling technique was used to collect responses from 523 residents of the tri-city Chandigarh using a structured questionnaire. The findings advocate that celebrity endorsement is a substantial marketing tool for driving consumer purchase intention via digital media platforms. The indirect effect of celebrity endorsement on consumer purchase intention was also significant when digital marketing media was used as a meditating variable. The data analysis and validation of the conceptual framework were carried out using the PLS-SEM. The study's implications are discussed.

scholarly journals Measuring the Impact of Product Placement with Brand-Related Social Media Conversations and Website Traffic

2019 ◽  
Vol 38 (3) ◽  
pp. 481-499 ◽  
Author(s):  
Beth L. Fossen ◽  
David A. Schweidel
Keyword(s):  
Social Media ◽  
Product Placement ◽  
The Impact

Impact of Celebrity Endorsement on Consumer Buying Behaviour in the State of Goa

2017 ◽  
Vol 7 (1) ◽  
pp. 45-58 ◽  
Author(s):  
Karuna Krishna Gauns ◽  
Subhash Kizhakanveatil Bhaskaran Pillai ◽  
Kaustubh Kamat ◽  
Ruey Feng Chen ◽  
Ling-Chen Chang
Keyword(s):  
Purchase Intention ◽  
Response Rate ◽  
Purchase Intentions ◽  
Logit Analysis ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
Demographic Profiles ◽  
Buying Behaviour ◽  
The Impact ◽  
Structured Questionnaire

Celebrities have been involved in endorsing various activities since the eighteenth century. This article focuses on five aspects: to examine the present status of literature available on the effect of celebrity endorsement on consumer buying behaviour; to identify whether there is any association between the three groups of consumers (supporters/neutral/opposers of celebrity endorsement); applying multi-logit analysis to identify the probability of a consumer in becoming a supporter/neutral/opposer of the celebrity endorsement based on demographic profiles of consumers; to examine the celebrity attributes likely to influence consumer purchase intentions; and, finally, to examine the perception of the Goan consumers about celebrity endorsements. Literature review revealed that no major studies have been carried out on the impact of celebrity endorsement on Goan consumers’ buying behaviour. Hence, a survey using structured questionnaire was administered among 200 consumers during June 2015 to April 2016, with a response rate of 86 per cent (received responses were 171). It was found that a significant association exists between celebrity supporters/neutral/opposers with respect to age, gender, occupation and income level, except in case of education and location. Consumers also find celebrity endorsements more attractive and influential as compared to non-celebrity endorsements. Moreover, the tested attributes show positive relationship with purchase intention, except in case of expertise and trustworthiness of celebrity. In general, it can be concluded that celebrity attributes do impact the purchase intention of consumers.

scholarly journals The Effectiveness of Gojek’s Product Placement in Keluarga Cemara Movie towards Purchase Intention

2021 ◽  
Vol 1 (1) ◽  
pp. 58-68
Author(s):  
Dhea Anggeliana ◽  
Muhammad Gunawan Alif ◽  
Christian Haposan Pangaribuan
Keyword(s):  
Random Sampling ◽  
Purchase Intention ◽  
Quantitative Method ◽  
Simple Random Sampling ◽  
Product Placement ◽  
Regression Method ◽  
Research Approach ◽  
Celebrity Endorsement ◽  
Brand Placement

Objective – This study explores the influence of product placement towards purchase intention while assessing the effectiveness of the ad determined by aspects of prominence, celebrity endorsement, modality, attitude towards movie and attitude towards brand.Methodology – This type of research was a quantitative method using associative research approach and measured by regression method. The distribution of questionnaires was a non-probability with simple random sampling. The survey was conducted to 184 respondents in Jakarta, Indonesia, in May 2019.Findings – The research found that modality does have a direct and significant effect on attitude towards the movie, attitude towards the brand, and purchase intention. We also find that celebrity endorsement has an impact on attitude towards the brand and purchase intention, not on attitude towards the movie. Prominence does not seem to have any relationship with all dependent variables.Novelty – Although research has investigated product/brand placement, we extend the literature by investigating modality, prominence, and celebrity endorsement.

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