Purpose -- The research contributes to the marketing literature by developing and testing a conceptual model to examine the effects of product placement across a country low in assertiveness and performance orientation (the United Kingdom) and a country high in assertiveness and performance orientation (Hong Kong).ududDesign/methodology/approach -- A content analysis of brand appearances in high grossing films within the UK and HK was conducted followed by a 2x2 between-subjects experiment (n=572).ududFindings -- The results indicate participants exposed to prominent placements have a less positive brand attitude and lower purchase intention towards the placed brand. Likewise, respondents exposed to a less well-known placed brand tend to have a less positive brand attitude and lower purchase intention towards the placed brand. There is evidence of interaction effects with cultural dimensions such as assertiveness and performance orientation within the UK and HK. ududPractical implications -- The results suggest that product placements can be optimized through tailored campaigns targeted at markets with known cultural characteristics. With advances in digital technology such practices are becoming more frequent and more feasible. ududOriginality/value -- This is one of the first studies to explore the effect of culture on perceptions of product placement and the first study to empirically examine the role of prominence and brand awareness, and their interactions with GLOBE values on the effectiveness of product placement.
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机译：目的-该研究通过开发和测试概念模型来研究产品放置在自信和绩效取向低的国家（英国）和自信和绩效取向高的国家（香港）中的影响，从而为营销文献做出了贡献）。 ud ud设计/方法/方法-对英国和香港的高票房电影中的品牌外观进行了内容分析，然后进行了2x2主题间实验（n = 572）。 ud udFindings-The结果表明，处于显着位置的参与者对品牌的态度不太积极，对所放置品牌的购买意愿较低。同样，接触不太知名的放置品牌的受访者往往对品牌的态度不太积极，对放置品牌的购买意愿较低。有证据表明，在英国和香港，文化因素具有相互影响的作用，例如自信和表现导向。 ud ud实际意义-结果表明，可以通过针对具有已知文化特征的市场进行量身定制的营销活动来优化产品展示位置。随着数字技术的进步，这种做法变得越来越普遍和可行。 ud ud原创性/价值-这是探索文化对产品放置感的影响的首批研究之一，也是通过经验研究突出性和品牌知名度的作用以及它们与GLOBE价值观在效果上的相互作用的第一项研究产品展示位置。
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