Consumer Attitude Towards Brand Placement: An Exploratory Study of Chinese Millennial Generation

Ibrahim, E. and Xu, Q. (2016) Consumer Attitude Towards Brand Placement: An Exploratory Study of Chinese Millennial Generation. In: British Academy of Management Annual Conference (BAM2016), Newcastle, UK, 6-8 Sept 2016, ISBN 9780954960896

Abstract

Brand placement as a concept has recently received much attention in the literature and is widely adopted as an effective approach to promotion. This study aims to explore the perception that Chinese millennial have towards brand placement and identify the effective placement modality using three measures of brand recall, brand attitude and purchase intention. Three Chinese TV shows that feature brand placement were used to measure the effectiveness from consumer perspective. Data was collected from 220 young Chinese respondents and it was tested for reliability using Cronbach Alpha. Other techniques used in the analysis include t-test, ANOVA and Nonparametric tests. The results found that Chinese millennial tend to generally accept brand placement with a slight positive attitude. Prominent plot placement was the most effective placement compared to other prominent modalities. The gender and consumer’s frequency of watching TV programs seemed to have no impact on the Chinese millennial’s attitude towards brand placement.

• Item Type: Conference Proceedings
• Status: Published
• Refereed: Yes
• Glasgow Author(s) Enlighten ID: Ibrahim, Mr Essam
• Authors: Ibrahim, E., and Xu, Q.
• College/School: College of Social Sciences > Adam Smith Business School > Management
• ISBN: 9780954960896
• Copyright Holders: Copyright © 2016 The Authors
• Publisher Policy: Reproduced with the permission of the publisher