mdh.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • 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
Consumer responses to product placements in Thai television sitcoms
Mälardalen University, School of Sustainable Development of Society and Technology. (2300)
Mälardalen University, School of Sustainable Development of Society and Technology. (2300)
2009 (English)Independent thesis Advanced level (degree of Master (One Year)), 15 credits / 22,5 HE creditsStudent thesis
Abstract [en]

Date: May 28, 2009

Program: MIMA – International Marketing

Course name: Master Thesis (EFO705)

Title: Consumer responses to product placements in Thai television sitcoms

Authors: Chalinee Ketrattanakul           ckl08001@student.mdh.se

Pimmanee Pongpatranon        ppn08004@student.mdh.se

Tutor: Tobias Eltebrandt

Problem: How Thai consumers identify the advertising strategy of product placements in Thai sitcoms?

Purpose: To examine the responses of Thai customers toward product placements in Thai sitcoms and measure how product placements in Thai sitcoms have influential effects on Thai consumers’ attitudes.

Method: The study is mainly based on quantitative research using experiment and survey methods. Relevant secondary data are also collected. The major framework used in the study is the Multicomponent Model of Attitude.

Conclusion: Product placements in Thai sitcoms have influential effects on the attitudes of Thai consumers depending on the category used in practice and execution style. Implicit product placement seems to be the most suitable and acceptable technique to use in Thai sitcoms since it creates positive effects on Thai consumers’ attitude toward brands and their purchase intention.

Key words: Product placement, television sitcom, attitude, cognition, affect, behavior

 

Place, publisher, year, edition, pages
2009. , 82 p.
Keyword [en]
Product placement, television sitcom, attitude, cognition, affect, behavior
Identifiers
URN: urn:nbn:se:mdh:diva-6181OAI: oai:DiVA.org:mdh-6181DiVA: diva2:223317
Presentation
(English)
Uppsok

Supervisors
Available from: 2009-06-12 Created: 2009-06-11 Last updated: 2009-06-12Bibliographically approved

Open Access in DiVA

fulltext(707 kB)309 downloads
File information
File name FULLTEXT01.pdfFile size 707 kBChecksum SHA-512
43f126ed4c4f2b30611c910b7a0753c6c2654e502794c1299d5014f632925acb50f253555a9c8ad3bbbcaa7067f7c6949683cbcc8fca82000a8c7575167ebe11
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Ketrattanakul, ChalineePongpatranon, Pimmanee
By organisation
School of Sustainable Development of Society and Technology

Search outside of DiVA

GoogleGoogle Scholar
Total: 309 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 293 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • 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