Please use this identifier to cite or link to this item:
http://hdl.handle.net/10071/13460
Author(s): | Dias, J. A. Dias, J. G. Lages, C. |
Date: | 2017 |
Title: | Can negative characters in soap operas be positive for product placement? |
Volume: | 71 |
Pages: | 125 - 132 |
ISSN: | 0148-2963 |
DOI (Digital Object Identifier): | 10.1016/j.jbusres.2016.10.010 |
Keywords: | Product placement Brand placement Parasocial relationship Positive-negative asymmetry Soap opera characters |
Abstract: | The purpose of this study is twofold: (1) to test how the consumer's attitude toward product placements in a television soap opera is affected by the use of different types of character: positive versus negative; and (2) to determine the circumstance in which a negative character can be appropriated in product placement The conceptual model proposes that the attitude toward product placement in general has a direct and indirect impact on the attitude toward the placed product, while the (negative or positive) nature of the television characters interacting with the placed product works as a moderator. Experimental data test the model. The stimuli were original product placements in a soap opera broadcast Results from a structural equation model show that negative characters can be effective vehicles for product placement as long as viewers meet two conditions: they manifest general acceptance of product placement and have a parasocial relationship with the character. |
Peerreviewed: | yes |
Access type: | Embargoed Access |
Appears in Collections: | BRU-RI - Artigos em revistas científicas internacionais com arbitragem científica |
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File | Description | Size | Format | |
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Can negative characters in soap operas be positive for product placement..pdf Restricted Access | Versão Editora | 598,91 kB | Adobe PDF | View/Open Request a copy |
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