New Brand Worlds: College Student Consumer Attitudes toward Brand Placement in Films, Television Shows, Songs, and Video Games

Abstract

No previous study has yet quantitatively examined attitudes toward brand placement in multiple media. A survey was conducted of 437 college students regarding their attitudes toward brand placements in films, television shows, songs, and video games. A previously unexamined element in the literature, genre, was incorporated. Our results suggest that attitudes toward brand placement are positive overall across media, but that brand placements in songs and video games are less acceptable than within films and television programs. In addition, specific genres are considered especially appropriate or inappropriate for the strategy.

KEYWORDS:

• Brand placement
• consumer attitudes
• media
• product placement
• survey

Acknowledgments

The authors would like to thank Leonard Reid, Joseph Dominick, and Louise Benjamin for their invaluable contributions and input on this research.

Notes

¹Mean scores are based on a scale of 1 to 5, with 1 being “strongly disagree” and 5 being “strongly agree.”

²“_____” indicates each medium (e.g., movies, television shows, songs, and video/computer games).

*The mean difference is significant at the .05 level.

**The mean difference is significant at the .01 level.