Research Domain

The study to the impact of Language Barriers on Product Placement

business-management-and-accounting

marketing-and-sales-management

Long a staple of advertising strategies, product placement is pervasive in today's industry. To investigate whether consumers' capacity to perceive product placement (in terms of brand memory) is impacted by language hurdles, this thesis introduces a novel construct to the field of product placement. In addition, this study will investigate other variables like brand attitude to see if they impact viewers' capacity to recall brands in SVoD (Subscription Video On Demand) entertainment material with product placement. The product placement-concepts in this thesis are based mostly on Russell's (1998) Tripartite Typology of Product Placement study. When compiling and analysing the data, it became clear that linguistic barriers negatively affect brand memory in terms of verbal placement but had no effect on visual placements. Also, brand attitude, personal interests, and brand image all had a role in the participants' capacity to recall the placed items.

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