Skip to main content

Young Adults’ Perceptions of Product Placement in Films: An Exploratory Comparison between the United Kingdom and Hong Kong

Chan, Fanny Fong Yee, Lowe, Ben, Petrovici, Dan Alex (2015) Young Adults’ Perceptions of Product Placement in Films: An Exploratory Comparison between the United Kingdom and Hong Kong. Journal of Marketing Communications, . ISSN 1352-7266. E-ISSN 1466-4445. (doi:10.1080/13527266.2015.1061036) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided) (KAR id:48714)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided. (Contact us about this Publication)
Official URL
http://dx.doi.org/10.1080/13527266.2015.1061036

Abstract

Even though young adults are a major audience of films and the main target group for product placement, very few studies explore how youngsters across cultures perceive and interpret this marketing communication tool. This study explores this issue through thirty-two in-depth interviews conducted in the United Kingdom and Hong Kong. The comparative analysis focused on four aspects: (1) young consumers’ movie consumption habits and their exposure to product placement; (2) their general views towards product placement and advertising; (3) their perception of different execution styles of product placement and its impact; and (4) the regulatory and ethical concerns of product placement. Results indicate that the young generation actively engages in interpreting brand integration in films and they were generally positive about it. Although interpretations of product placement are reported on an individual basis, this study suggests that culture may also affect how individuals perceive product placement. This exploratory study raises important issues about cultural differences in the perception of brands placed in films, and provides insights for further research in the area of product placement.

Item Type: Article
DOI/Identification number: 10.1080/13527266.2015.1061036
Uncontrolled keywords: product placement, film, young consumers, culture, interpretation, ethical concerns
Subjects: H Social Sciences > HF Commerce > HF5415 Marketing
Divisions: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Benjamin Lowe
Date Deposited: 02 Jun 2015 12:06 UTC
Last Modified: 06 Feb 2020 04:12 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/48714 (The current URI for this page, for reference purposes)
Lowe, Ben: https://orcid.org/0000-0002-5041-600X
Petrovici, Dan Alex: https://orcid.org/0000-0002-2688-5439
  • Depositors only (login required):