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Brand Placement in Movies: The Effect of Film Genre on Viewer Recognition

30 citations0/0 files storedJournal of Promotion Management

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

This study investigates viewer recognition of brands placed in films, according to film genre, gender, and previous viewing experience. A sample of 137 moviegoers watched 12 film clips representing three popular genres (action, comedy, and drama) and reported their recognition of brand placements. Results suggest that brand recognition is more common in drama films. Previous viewing experience and gender did not make significant differences in brand recognition. It is suggested that brand placements require more public relations research.

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2025Advances in Consumer Research 1968Attitudinal effects of mere exposure.1989Culture and Consumption: New Approaches to the Symbolic Character of Consumer Goods and Activities 1998Sex differences in emotion: Expression, experience, and physiology.1985Mood States and Consumer Behavior: A Critical Review 1994Beyond Advertising and Publicity: Hybrid Messages and Public Policy Issues 1998Product Placement in Movies: The Effect of Prominence and Mode on Audience Recall 1996Emotion and the structure of narrative film film as an emotion machine

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