Fancy a coffee with Friends in ‘Central Perk’? Reverse product placement, fictional brands and purchase intention
Laurent Muzellec
University College Dublin, Ireland
Christopher Kanitz
University of Bremen, Germany
Theodore Lynn
Dublin City University, Ireland
Introduction
Products are made in the factory, but brands are created in the mind.
Walter Landor
This quote, attributed to Walter Landor, suggests that brands may be created following a process independent from the manufacturing of a product or the design of a service offering. The psychology-based approach of brand equity partially recognises this contention, and also holds that brand equity exists when consumers...