I Saw it in the Movies, But Does That Matter? Product Placement in a Cross Cultural Study Between Brazil and the USA

Abstract

The broad objective of this study was to measure the attitudes of consumers regarding the brand displayed during product placement in movies as well as to highlight recall, recognition, and purchase intentions generated by product placement for consumers from both Brazil and the USA. Cronbach’s Alpha Coefficient ensured the reliability of survey instruments. The study involved the use of Structural Equation Modeling (SEM) for the hypothesis testing. This study used Confirmatory Factor Analysis (CFA) to assess both the convergent and discriminant validities instead of using Exploratory Factor Analysis (EFA) or Principal Component Analysis (PCA). This reinforced the use of the regression Chi Square and T statistical tests.  Only hypothesis H₃ was rejected, the rest were not. A t-test provided insight findings on specific subgroup significant differences. It can be concluded that product placement varies markedly in the U.S. from Brazil based on the influence of a range of factors. In order for product placement to become more competitive in promotional marketing, there is the need for researchers to move beyond traditional variables and add knowledge about the conventional marketplace. 

DOI: 10.5585/remark.v12i2.2507