Investigative the Impact of Movie Brand Placements on Indian Viewers Memory and Behavior: Role of Prominence and Brand Familiarity

DOI: 10.5176/2251-2098_EMG23

Authors: Richa Vyas

Abstract: The present study uses an experimental design to explore the effects of brand prominence of a Movie Brand Placement (MBP) on consumer memory and purchase intention, using brand familiarity as a covariate. Results of the study indicate that viewers recalled less familiar but prominently placed brands in movies. Also viewers showed high purchase intentions for these brands. This paper builds on available knowledge on MBP and discusses how lesser known brands can strategically use MBP to capture customer attention and interests.

Keywords: Movie Brand Placements, Hindi Films, Prominence, Brand Familiarity