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Produktplacering i fillm: ur konsumentens perspektiv
Södertörn University, School of Social Sciences. daaahlia@live.com.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Syfte: Att få en inblick på konsumenters attityder till produktplacering och hur produktplacering influerar konsumenten utifrån två faktorer, varumärkeskännedom och exponering.

Metod: Denna studie har genomförts genom en kvantitativ metod. En enkätundersökning har varit till stöd vid insamling av empiri där ett filmklipp har varit i fokus för enkäten.

Slutsats: Slutsatsen med denna studie är att produktplacering uppfattas positivt och beroende på vilken exponeringsmetod eller tidigare varumärkeskännedom konsumenten har så kan det influera konsumenterna, vilket innebär att det antingen kan leda till ett köp eller inte beroende på vilken attityd konsumenten har.

Abstract [en]

Purpose: To get an insight into consumer attitudes toward product placement and how product placement influences the consumer based on two factors, brand awareness and exposure.

Method: This study has been conducted through a quantitative method. A survey has been in support of the gathering of empire where a movie clip has been the focus of the survey.

Conclusion: The conclusion of this study is that product placement is perceived positively and depending on the exposure method or previous brand awareness the consumer has, it may affect consumers, which means that it can either lead to a purchase or not depending on the attitude of the consumer.

Place, publisher, year, edition, pages
2018. , p. 45
Keywords [en]
product placement, exposure, attitude, advertising, brand, exposure methods, brand awareness
Keywords [sv]
produktplacering, exponering, attityd, reklam, varumärke, exponeringsmetoder, varumärkeskännedom
National Category
Social Sciences Business Administration
Identifiers
URN: urn:nbn:se:sh:diva-35591OAI: oai:DiVA.org:sh-35591DiVA, id: diva2:1216991
Subject / course
Business Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2018-06-13 Created: 2018-06-12 Last updated: 2018-06-13Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • harvard-anglia-ruskin-university
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf