An assessment of how brand awareness influences brand recognition throught product placement, applied to the automotive industry and computers

Detalhes bibliográficos
Autor(a) principal: Drumond, Daniel Sousa
Data de Publicação: 2017
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10071/15929
Resumo: In an era where traditional forms of communication have been losing their effectiveness due to consumer saturation, marketers have been looking for alternative ways to reach their target. Therefore, in a scenario where brands compete fiercely to be seen, heard, but especially remembered in consumers’ minds, product placement presents itself as an attractive and distinctive alternative to be explored. Despite the growth of product placement in recent years, most empirical studies focus solely on assessing viewers recall and attitudes towards product placement. Thus, this research further contributes to existing literature by introducing the dimension of brand recognition. Moreover, it will direct its focus towards cars and computers product placement within movies, allowing for new and unique insights. This procedure also allows for an interesting segmentation of the distinct group of consumers which are likely to recognize brands in this context. The present research is quantitative natured and comprises a brand awareness test and a brand recognition experiment. The brand awareness test allowed to group the brands into three distinct groups of awareness: top-of-mind, spontaneous awareness and the lowest level of awareness (Aaker, 1991). While the brand recognition experiment aimed to study consumers’ ability to identify the brand’s name through visual cues and other brand attributes. The results suggest that there is a direct relationship between brand awareness and brand recognition in both product categories analyzed. It was also possible to identify profiles of brand recognition considering socio-demographic characteristics, viewing frequency of movies, knowledge of the product category, and consumer’s attitude towards product placement.
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spelling An assessment of how brand awareness influences brand recognition throught product placement, applied to the automotive industry and computersProduct placementCommunicationBrand recognitionBrand awarenessMarketingProduct placementEstratégias de marcaImagem de marcaComportamento do consumidorIn an era where traditional forms of communication have been losing their effectiveness due to consumer saturation, marketers have been looking for alternative ways to reach their target. Therefore, in a scenario where brands compete fiercely to be seen, heard, but especially remembered in consumers’ minds, product placement presents itself as an attractive and distinctive alternative to be explored. Despite the growth of product placement in recent years, most empirical studies focus solely on assessing viewers recall and attitudes towards product placement. Thus, this research further contributes to existing literature by introducing the dimension of brand recognition. Moreover, it will direct its focus towards cars and computers product placement within movies, allowing for new and unique insights. This procedure also allows for an interesting segmentation of the distinct group of consumers which are likely to recognize brands in this context. The present research is quantitative natured and comprises a brand awareness test and a brand recognition experiment. The brand awareness test allowed to group the brands into three distinct groups of awareness: top-of-mind, spontaneous awareness and the lowest level of awareness (Aaker, 1991). While the brand recognition experiment aimed to study consumers’ ability to identify the brand’s name through visual cues and other brand attributes. The results suggest that there is a direct relationship between brand awareness and brand recognition in both product categories analyzed. It was also possible to identify profiles of brand recognition considering socio-demographic characteristics, viewing frequency of movies, knowledge of the product category, and consumer’s attitude towards product placement.Numa época em que as formas tradicionais de comunicação têm vindo a perder a sua eficácia devido à saturação do consumidor a estes estímulos, as marcas têm procurado formas alternativas para comunicar com o seu público alvo. Neste cenário, onde as marcas competem ferozmente para serem vistas, ouvidas, mas especialmente lembradas nas mentes dos consumidores, o "product placement" apresenta-se como uma alternativa atrativa e distinta a ser explorada. Apesar do crescimento do product placement nos últimos anos, a maioria dos estudos empíricos concentra-se unicamente na avaliação do "recall" e das atitudes face ao "product placement". Neste sentido, esta pesquisa contribui para a literatura existente introduzindo a dimensão do reconhecimento da marca. Além disso, direcionará o seu foco para o "product placement" de carros e computadores em filmes. Este procedimento permite também uma segmentação de diferentes grupos de consumidores de forma a identificar perfis de reconhecimento. A presente pesquisa é de caráter quantitativo e compreende um teste de notoriedade e um teste de reconhecimento de marcas. O teste de notoriedade permitiu agrupar as marcas em três grupos distintos de notoriedade: "top-of-mind", notoriedade espontânea e notoriedade baixa (Aaker, 1991). Ao passo que o teste de reconhecimento da marca pretendeu estudar a capacidade dos consumidores em identificar o nome da marca através dos seus elementos. Os resultados sugerem que existe uma relação direta entre a notoriedade da marca e o seu reconhecimento, para ambas as categorias de produtos analisadas. Foi também possível identificar perfis de reconhecimento considerando características sociodemográficas, frequência de visualização de filmes, conhecimento da categoria de produto e atitude do consumidor em relação ao "product placement".2018-05-25T17:26:52Z2017-11-28T00:00:00Z2017-11-282017-09info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfapplication/octet-streamhttp://hdl.handle.net/10071/15929TID:201770334engDrumond, Daniel Sousainfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-07-07T02:56:24Zoai:repositorio.iscte-iul.pt:10071/15929Portal AgregadorONGhttps://www.rcaap.pt/oai/openairemluisa.alvim@gmail.comopendoar:71602024-07-07T02:56:24Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv An assessment of how brand awareness influences brand recognition throught product placement, applied to the automotive industry and computers
title An assessment of how brand awareness influences brand recognition throught product placement, applied to the automotive industry and computers
spellingShingle An assessment of how brand awareness influences brand recognition throught product placement, applied to the automotive industry and computers
Drumond, Daniel Sousa
Product placement
Communication
Brand recognition
Brand awareness
Marketing
Product placement
Estratégias de marca
Imagem de marca
Comportamento do consumidor
title_short An assessment of how brand awareness influences brand recognition throught product placement, applied to the automotive industry and computers
title_full An assessment of how brand awareness influences brand recognition throught product placement, applied to the automotive industry and computers
title_fullStr An assessment of how brand awareness influences brand recognition throught product placement, applied to the automotive industry and computers
title_full_unstemmed An assessment of how brand awareness influences brand recognition throught product placement, applied to the automotive industry and computers
title_sort An assessment of how brand awareness influences brand recognition throught product placement, applied to the automotive industry and computers
author Drumond, Daniel Sousa
author_facet Drumond, Daniel Sousa
author_role author
dc.contributor.author.fl_str_mv Drumond, Daniel Sousa
dc.subject.por.fl_str_mv Product placement
Communication
Brand recognition
Brand awareness
Marketing
Product placement
Estratégias de marca
Imagem de marca
Comportamento do consumidor
topic Product placement
Communication
Brand recognition
Brand awareness
Marketing
Product placement
Estratégias de marca
Imagem de marca
Comportamento do consumidor
description In an era where traditional forms of communication have been losing their effectiveness due to consumer saturation, marketers have been looking for alternative ways to reach their target. Therefore, in a scenario where brands compete fiercely to be seen, heard, but especially remembered in consumers’ minds, product placement presents itself as an attractive and distinctive alternative to be explored. Despite the growth of product placement in recent years, most empirical studies focus solely on assessing viewers recall and attitudes towards product placement. Thus, this research further contributes to existing literature by introducing the dimension of brand recognition. Moreover, it will direct its focus towards cars and computers product placement within movies, allowing for new and unique insights. This procedure also allows for an interesting segmentation of the distinct group of consumers which are likely to recognize brands in this context. The present research is quantitative natured and comprises a brand awareness test and a brand recognition experiment. The brand awareness test allowed to group the brands into three distinct groups of awareness: top-of-mind, spontaneous awareness and the lowest level of awareness (Aaker, 1991). While the brand recognition experiment aimed to study consumers’ ability to identify the brand’s name through visual cues and other brand attributes. The results suggest that there is a direct relationship between brand awareness and brand recognition in both product categories analyzed. It was also possible to identify profiles of brand recognition considering socio-demographic characteristics, viewing frequency of movies, knowledge of the product category, and consumer’s attitude towards product placement.
publishDate 2017
dc.date.none.fl_str_mv 2017-11-28T00:00:00Z
2017-11-28
2017-09
2018-05-25T17:26:52Z
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dc.identifier.uri.fl_str_mv http://hdl.handle.net/10071/15929
TID:201770334
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dc.language.iso.fl_str_mv eng
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instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
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