Pengaruh Strategy Product Placement dan Peran Penting Brand Liking pada Peningkatan Brand Attitude Suatu Merek yang Ditempatkan Dalam Film (by Nino Priyono Martono and Dr. Adi Zakaria Afiff)
Abstract : Previous research on product / brand placement indicates the favor of prominent product placement strategy against subtle product placement strategy. These studies however usually brands that are familiar and favorable. The impact of low brand liking towards product placement strategy is still unclear due to lack of researches using this type of brand. This study then compares the different product placement strategies under the high and low brand liking conditions in a box office movie using a 2x2 factorial experiment design. The Results shows that the prominent product placement strategy has significance influence in increasing brand attitude when brand liking is high, but no significant difference when brand liking is low. The subtle product placement strategy, on the other hand, has significant influence in increasing brand attitude when brand liking is both high and low. As there is partial support also during the hypothesis testing, we believe that this is related to moderation from brand personality congruence on one of the brands used in this experiment.
