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ID:39137532
大小:147.17 KB
页数:12页
时间:2019-06-25
《A cross-cultural generalizability study of consumers' acceptance of products in movies》由会员上传分享,免费在线阅读,更多相关内容在学术论文-天天文库。
1、ACross-CulturalGeneralizabilityStudyofConsumers’AcceptanceofProductPlacementsinMoviesMartinEisendByapplyingageneralizabilitytheoryapproach,thestudyshowsthatproductplacementacceptabilityofethicallycharged/controversialproductsisgeneralizableoverdifferentcultures,butnotproductplacem
2、entacceptabilityofneutralproducts.Theuniversescoreshowsthatattitudestowardsproductplacementforethicallycharged/controversialproductscanbedescribedas“indifferent”(inbetween“acceptable”and“unacceptable”)consistentlyoverallcountries,whileneutralproductsarehighlyaccepted,thoughtheacce
3、ptancevariesfromcountrytocountry.Theresultsholdformalesandfemalesandareindependentofchangingproductplacementacceptanceovertheyears.Thefindingssupportcross-culturalconvergenceofconsumerperceptionsforproblematicmarketinganddivergenceforotherissues.Suchfindingsbearsomepracticalimplic
4、ationsforinternationalpromotionalstrat-egies.Furthermore,thestudydemonstratestheusabilityofgeneralizabilitytheoryforcross-culturalstudiesdealingwithmarketingcommunicationstimuli.Introductiongovernmentshaveissuedbansonadvertisingproductssuchascigarettes(Balasubramanian1994).Hence,p
5、rod-Productplacementsareconsideredaveryefficientuctplacementisnotonlyaneffectivemarketingtool;ittoolinthepromotionmix.Quiteanumberoffamousalsoprovokesstrongcriticismandoppositionbycon-examplesshowaremarkableeconomicimpactofprod-sumeractivistsandconsumerpolicymakersastheuctplacemen
6、tssuchastheplacementofHershey’spracticeofplacingparticularproductsinmoviesisReese’sPiececandyinthemovieE.T.thatostensiblyviewedasunethicalbehavior.hasledtoasalesincreaseof65%(BalasubramanianetPerceptionsofethicalbehaviorstronglydependonal.2006).Withthegrowthoftheglobalmovieindus-t
7、heparticularcontext,i.e.,theyareinfluencedbycul-try,productplacementhasincreasedrapidlyandtureandtime.Ethicalconcernsaboutproductplace-worldwide.Productplacementsprovideacost-effec-mentsfurtherdependonparticularitiesoftheproducttiveopportunityforbrandexposuretoever-increasingaswel
8、lasoftheconsumers.Ifandtowhatexte
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