Product Placement And Consumer Brand Salience: Measuring The Impact

Muhammad Ovais () and Muhammad Nouman
Additional contact information
Muhammad Ovais: Institute of Management Sciences, Peshawar
Muhammad Nouman: Institute of Management Sciences, Peshawar

Business & Economic Review, 2013, vol. 5, issue 1, 53-64

Abstract: When the song ‘Pass the Courvoisier’ remained in Billboard’s hot 100 music Chart for around 20 weeks in addition to significant exposures on TV and radio networks. To the surprise of marketers and advertizing practitioners was meanwhile a double digit in the sales of ‘Courvoisier cognac’ the basic theme of this song. Many more such examples appeared on the marketing communication horizon indicating that such practices may lead to a more effective brand communication relative to conventional advertizing. Following an experimental design, the focus of this research was to analyze and understand the role of brand placement on consumer recognition and recall (salience) of that particular brand. Consistent with the previous literature we found significant brand salience related implications of brand placement in Pakistani context. The findings however also suggest for careful management of the placement strategies. Our findings provide new academic insights into and a foundation for researchers in this regard.

Keywords: Product placements; Logorama; brand salience (search for similar items in EconPapers)
Date: 2013
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://imsciences.edu.pk/files/journals/Vol.%205%2 ... 2013/Paper%20(4).pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bec:imsber:v:5:y:2013:i:1:p:53-64

DOI: 10.22547/BER/5.1.4

Access Statistics for this article

More articles in Business & Economic Review from Institute of Management Sciences, Peshawar, Pakistan Institute of Management Sciences 1-A, Sector E-5, Phase VII, Hayatabad, Peshawar- Pakistan. Contact information at EDIRC.
Bibliographic data for series maintained by Dr. Attaullah Shah ().