Perception of product placement usage by Slovak consumers

Michal Budinský and Janka Táborecká-Petrovičová
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Michal Budinský: Matej Bel University in Banská Bystrica, Banská Bystrica, Slovak Republic
Janka Táborecká-Petrovičová: Matej Bel University in Banská Bystrica, Banská Bystrica, Slovak Republic

Marketing Science & Inspirations, 2019, vol. 14, issue 1, 23-33

Abstract: In recent years, increasing number of companies have used a product placement as a specific form of advertisement for promotion of their products. Many of them very quickly experienced different positive effects accompanied with this specific tool. One of these effects is reflected by brand image improvement of promoted products. The main aim of this paper is to identify changes in consumer brand image perception in case of product placement usage. In order to reach this aim, we have examined product placement knowledge and likeness of its usage among consumers or differences between classical advertisement and product placement. As well as main focus of this paper was to investigate opinions of consumers if the product placement usage influence their perception of brand image, we realized a primary research. In this research was applied binomial test and proved that more than 50% of Slovak consumers prevail positive brand image perception connected to product placement usage. Our research results proved correlations between brand image perception and purchase intention. This paper presents the part of results of complex research focused on investigating the effect of product placement on consumer behaviour.

Keywords: product placement; brand image; customer perception; the use of product placement (search for similar items in EconPapers)
JEL-codes: M37 (search for similar items in EconPapers)
Date: 2019
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