The Effects of Audience's Attitudes on Actor, Character, Movie and Product Placement on the Brand Attitude

Öz In recent years, there has been a shift in consumers' media consumption preferences from traditional to digital platforms. Adblocker applications used by consumers who do not want to be exposed to advertising and the digital platforms that offer ad-free content make it increasingly difficult for brands to reach audiences in a highly saturated advertising environment. In this environment, product placement remains essential in reaching the target audiences due to the advantages it offers to brands compared to traditional advertisements. The aim of this study, being distinctly different from previous research, is to test the effects of attitude toward actor and character on attitude toward movies, product placement, and brand. Furthermore, it is aimed to investigate the serial mediating effect between these attitudinal constructs. The data obtained from 300 participants were analyzed with SmartPLS 3.2.8 using partial least squares path analysis (PLS-SEM). As a result, the attitude toward the actor, character, and movie has direct and indirect effects on product placement and attitude toward the brand. Furthermore, the effect of the attitude toward movies and product placement has a serial mediating effect on the relationship between the attitude toward the actor, the character and the brand.

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Kaynak Göster

Bibtex @araştırma makalesi { ibr841047, journal = {Istanbul Business Research}, issn = {}, eissn = {2630-5488}, address = {}, publisher = {İstanbul Üniversitesi}, year = {2020}, volume = {49}, pages = {339 - 359}, doi = {10.26650/ibr.2020.49.0013}, title = {The Effects of Audience's Attitudes on Actor, Character, Movie and Product Placement on the Brand Attitude}, key = {cite}, author = {Ülker Demirel, Elif and Yıldız, Erkan} }
APA Ülker Demirel, E , Yıldız, E . (2020). The Effects of Audience's Attitudes on Actor, Character, Movie and Product Placement on the Brand Attitude . Istanbul Business Research , 49 (2) , 339-359 . DOI: 10.26650/ibr.2020.49.0013
MLA Ülker Demirel, E , Yıldız, E . "The Effects of Audience's Attitudes on Actor, Character, Movie and Product Placement on the Brand Attitude" . Istanbul Business Research 49 (2020 ): 339-359 <
Chicago Ülker Demirel, E , Yıldız, E . "The Effects of Audience's Attitudes on Actor, Character, Movie and Product Placement on the Brand Attitude". Istanbul Business Research 49 (2020 ): 339-359
RIS TY - JOUR T1 - The Effects of Audience's Attitudes on Actor, Character, Movie and Product Placement on the Brand Attitude AU - Elif Ülker Demirel , Erkan Yıldız Y1 - 2020 PY - 2020 N1 - doi: 10.26650/ibr.2020.49.0013 DO - 10.26650/ibr.2020.49.0013 T2 - Istanbul Business Research JF - Journal JO - JOR SP - 339 EP - 359 VL - 49 IS - 2 SN - -2630-5488 M3 - doi: 10.26650/ibr.2020.49.0013 UR - Y2 - 2021 ER -
EndNote %0 Istanbul Business Research The Effects of Audience's Attitudes on Actor, Character, Movie and Product Placement on the Brand Attitude %A Elif Ülker Demirel , Erkan Yıldız %T The Effects of Audience's Attitudes on Actor, Character, Movie and Product Placement on the Brand Attitude %D 2020 %J Istanbul Business Research %P -2630-5488 %V 49 %N 2 %R doi: 10.26650/ibr.2020.49.0013 %U 10.26650/ibr.2020.49.0013
ISNAD Ülker Demirel, Elif , Yıldız, Erkan . "The Effects of Audience's Attitudes on Actor, Character, Movie and Product Placement on the Brand Attitude". Istanbul Business Research 49 / 2 (Kasım 2020): 339-359 .
AMA Ülker Demirel E , Yıldız E . The Effects of Audience's Attitudes on Actor, Character, Movie and Product Placement on the Brand Attitude. Istanbul Business Research. 2020; 49(2): 339-359.
Vancouver Ülker Demirel E , Yıldız E . The Effects of Audience's Attitudes on Actor, Character, Movie and Product Placement on the Brand Attitude. Istanbul Business Research. 2020; 49(2): 339-359.
IEEE E. Ülker Demirel ve E. Yıldız , "The Effects of Audience's Attitudes on Actor, Character, Movie and Product Placement on the Brand Attitude", Istanbul Business Research, c. 49, sayı. 2, ss. 339-359, Kas. 2020, doi:10.26650/ibr.2020.49.0013