Product placement as an advertising tool has been on the rise lately, so the aim of the current study is to investigate how various product placement dimensions influence consumers’ brand recognition of brands placed in movies. To test the proposed dimensions, participants were asked to watch a short video, containing several placements, extracted from a popular Egyptian movie, then answer a questionnaire. A sample of 386 participants between the age of 18 to 22 was obtained. The data was analyzed using SPSS, and Smart PLS to conduct structural equational model (SEM). The findings revealed that product placement in movies through product prominence and presence of movie actor play a significant positive role in consumers’ brand recognition. Consequently, this study will help practitioners in understanding the dimensions that need consideration while planning a product placement.
Cite this paper
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