The Relationship Between Product Placement and the Performance of Movies: Can Brand Promotion in Films Help or Hurt Moviegoers’ Experience?
Reo Song
California State University, Long Beach
Jeffrey Meyer
Bowling Green State University, Bowling Green, Ohio
Kyoungnam Ha
University of New Haven, West Haven, Connecticut
MANAGEMENT SLANT
- Product placements in movies exhibit a positive relationship with movie revenues, but when used in excess, this relationship with revenues turns negative.
- The relationship between product placement and the benefits a consumer receives from media programing is robust across movies with different budgets and qualities.
- These findings have important managerial implications for both...