Identify the antecedents and consequences of brand placement in the cinema industry
Subject Areas : Futurology
hamid mohammadipour
1
,
Seyyed Mehdi jalali
2
,
fariz taherikia
3
1 - PhD Student in Business Management - Marketing Management, Department of Management, Faculty of Educational Sciences and Consulting, Islamic Azad University, Roodehen Branch, Roodehen, Iran
2 - Assistant Prof, Department of Management, FiruzKuh Branch, Islamic Azad University, Firuzkuh, Iran.
3 - Assistant Professor of Business Management, Department of Management, Faculty of Management and Accounting, Islamic Azad University, Firoozkooh Branch, Firoozkooh, Iran
Keywords: Antecedents and Consequences, Brand Placement, Cinema Industry,
Abstract :
Due to the increasing production and consumption of goods and services and the intensification of competitive environment between companies on the one hand and the important role of advertising and the different effectiveness of its various methods on the other hand, in recent decades brand placement has attracted the attention of industry owners and marketing managers. The purpose of this study is to identify the antecedents and consequences of brand placement in the film industry. The present research is applied in terms of purpose and descriptive-exploratory research in terms of nature, which has been done by data-based data theorizing method. Participants in this study included 28 experts in the field of marketing and film industry who were randomly selected using the snowball method. Data were collected through semi-structured and in-depth interviews and the validity of the instrument was verified and its reliability was verified by retesting. After performing three coding steps according to Strauss and Corbin model, 85 initial codes, 31 sub-categories and 12 main categories were identified in the form of data-based paradigm model. The results showed that the use of brand placement in the film industry has a mutual value for both brand owners and film industry activists. Achieving these outcomes by these two groups requires managers to pay attention to its antecedents in formulating marketing strategies.
