Evaluating branded content’s effectiveness in driving consumer mental brand response: A movie perspective

Marianna Daddiego & Maria Roberta Miguel dos Santos

Student thesis: Master thesis

Abstract

The purpose of this thesis is to evaluate branded content’s effectiveness within movies in driving consumer mental brand response, by assessing the impact of movie‐, audience‐ and brand‐related elements on audience’s brand awareness, associations and attitudes. Relationships between each of these predictor and response variables were thoroughly investigated and hypothesized, based on the current literature on product placement and on the subjective appraisal of its applicability within branded content’s context, carried out by the authors. To provide a solid support to these theorized relationships, a comprehensive empirical analysis was undertaken, comprising interviews with experts within the product placement and marketing communications arenas, and a field study in the format of a movie experiment. Results from the quantitative research partly validated the formulated hypotheses, revealing that Opportunity to Process the placement, Integrated Marketing Communications Fit, Brand Familiarity and Character Liking were responsible for affecting Brand Awareness; Plot Connection, Character Liking and Self‐Identification were responsible for impacting Brand Associations; and Plot Connection, Integrated Marketing Communications Fit, and Celebrity Endorsement were responsible for influencing Brand Attitudes. The evidence of these significant relationships confirms branded content’s effectiveness in driving consumer mental brand response, as this construct was defined in terms of awareness, associations and attitudes. The inherent difficulty in assessing intangible concepts, due to a limited research, combined with the simplified estimation of the developed Effectiveness Framework might be a justification for the uncovered results. Hence, these findings cannot be considered conclusive. Instead, they serve as the basis for insights into the implications of branded content and recommendations for future research of this practice proposed by the authors.

EducationsMSc in Brand and Communications Management, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2009
Number of pages200