Investigating the effect of context factors on the effectiveness of brand placement in movies

Abstract

Brand placement is a modern method in advertising in a variety of media modes especially in movies. This research aims to investigate the effect of context factors on the effectiveness of brand placement. In this regard, two factors of purchase intention and recall are studied as the most important criteria of effectiveness of brand placement. This research is applied in terms of objective, and descriptive in terms of data collection. The research population consists of the students of applied courses in business training center of Tehran. The sample includes 342 people who were selected randomly. In order to analyze the data by inferential statistics, Bartlet test, Confirmatory factor analysis, exploratory factor analysis and SEM are used. The research results indicate that context factors such as the audience interest in the movie and the overall interest in movies affect the overall attitude of audience. Furthermore, the factor of familiarity with a movie does not affect the overall attitude of audience toward brand placement