INFLUENCE OF PRODUCT PLACEMENT ON CONSUMER BEHAVIOR: THE MEDIATING ROLES OF CONSUMER RECOGNITION WITH PROGRAM CELEBRITY AND ETHICAL PERCEPTIONS TOWARDS PRODUCT PLACEMENT THAT LEADS TO CONSUMER PURCHASE INTENTION
Download| Volume 12 Issue 1 2016 | |
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| Author(s): |
Asad Ullah Khan
Asif Mahmood
Rab Nawaz Lodhi
Faisal Aftab
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| Abstract | Product Placement is nowadays a popular tool of advertisement. It is very difficult to place the product and synchronize it with the natural environment so that the consumer is acknowledged and has positive vibes towards the placed products brand. The objectives of this Research Article are that we have to find the relation between Product Placement, Consumer Perception towards ethics of Product Placement, Consumer Recognition with Program celebrities that leads to Consumer Purchase Intention. The study is based on 600 consumers who take part in the study and Quantitative Research methods are used to analyze the results. SPSS 20.0 is used for data analysis in this study. The results showed that there is a positive relationship between these variables Product Placement, Consumer Perception towards ethics of Product Placement, Consumer Recognition with Program Celebrity that leads to Consumer Purchase Intention and Consumer Purchase Intention. This study recommends Brands and their Product Placement strategists follow the ethical approach in Placing their Product in the movie or Television series use the Celebrity attachment with the Product in a way that there is a positive effect on the Consumer and our goal to enhance Consumer Purchase Intention is accomplished. |
| Keywords | Product placement, Program Celebrity, Ethical Perceptions, Purchase intention |
| Year | 2016 |
| Volume | 12 |
| Issue | 1 |
| Type | Full Length Paper |
| Recognized by | Higher Education Commission of Pakistan, HEC | Category | "Y" | Journal Name | IBT Journal of Business Studies | Publisher Name | ILMA University | Jel Classification | - | DOI | http://dx.doi.org/10.46745/ilma.jbs.2016.12.01.12 | ISSN no (E, Electronic) | 2409-6520 | ISSN no (P, Print) | 2416-8393 | Country | Pakistan | City | Karachi | Institution Type | University | Journal Type | Open Access | Manuscript Processing | Blind Peer Reviewed | Format | Paper Link | http://ibtjbs.ilmauniversity.edu.pk/journal/jbs/12.1/12.pdf | Page | 168-184 |