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EMAC 2019 Annual Conference


Movie Consumption and Brand Placement Preferences of Young Adults
(A2019-8276)

Published: May 28, 2019

AUTHORS

SUJO THOMAS, Ahmedabad University ; Sonal Kureshi, Indian Institute of Management Ahmedabad ; Vandana Sood, Lead Researcher - CRI Advisory and Research

KEYWORDS

Brand placement preference; movie consumption; young adults

ABSTRACT

Brand placement is a blend of marketing communication practice into entertainment to influence consumer attitude towards the brand in more subtle ways. The purpose of this study is to provide insights from an emerging market perspective with respect to young adults preference for brand placements in movies as well as movie consumption. Further, it uses modeling of consumer preferences among multi-attribute alternatives of brand placements. Using convenience sampling, 465 respondents were provided with hypothetical brand placement descriptions to capture their preferences. Multi-factor choice situation trade off amongst elements like, movie type, placement mode, plot integration and actor endorsement were considered for this study. The results indicate that respondents have clarity about elements that they consider important in brand placements as observed from the group average importance scores. The findings of this study would help marketers take crucial decisions for brands by determining young adults preferences regarding brand placements in movies.