Attitudes toward Product Placement: A Cross-Cultural Analysis in Tunisia, France, Italy, and Poland

Slim Khalbous, Donata Vianelli, Tomasz Domanski, Christian Dianoux () and Meriem Maazoul
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Slim Khalbous: UCAR - Université de Carthage (Tunisie)
Donata Vianelli: Università degli studi di Trieste = University of Trieste
Tomasz Domanski: University of Lódź = Uniwersytet Łódzki
Christian Dianoux: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine
Meriem Maazoul: Université de Tunis

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Abstract: The internationalization of the film industry has contributed greatly to the development of intercultural placements of products and brands as audiovisual supports. Therefore, it becomes interesting to study the efficiency of this communication technique for different cultures. This cross-cultural research address a substantial gap of the literature investigating the effects of placement from a demand-side perspective in four different countries—two Western European, one Eastern European, and a South Mediterranean. The results reveal the significant disparities among cultures with regard to appreciation for advertising, placement in general, and creative placement techniques in particular.

Keywords: Management; international advertising; product placement; cultural differences; attitudes (search for similar items in EconPapers)
Date: 2013
Note: View the original document on HAL open archive server: https://hal.science/hal-01369730
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Citations: View citations in EconPapers (1)

Published in International Journal of Marketing Studies, 2013, 5 (2), pp.138-153. ⟨10.5539/ijms.v5n2p138⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01369730

DOI: 10.5539/ijms.v5n2p138

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