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Modeling attitude constructs in movie product placements

Siva K. Balasubramanian (Stuart School of Business, Illinois Institute of Technology, Chicago, Illinois, USA)
Hemant Patwardhan (College of Business Administration, Winthrop University, Rock Hill, South Carolina, USA)
Deepa Pillai (College of Business and Management, Northeastern Illinois University, Chicago, Illinois, USA)
Kesha K. Coker (Lumpkin College of Business & Applied Sciences, Eastern Illinois University, Charleston, Illinois, USA)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 11 November 2014




The purpose of this paper is to propose and test a conceptual framework of attitudinal constructs that influence attitude toward the brand in movie product placements. Advertising literature is replete with studies on factors that influence attitude toward the brand (Ab). However, this topic remains under-explored for product placements.


Our framework showcases several theories to relate attitude and fit constructs to attitudes toward the product placement and attitude toward the brand. We use the structural equation model approach to estimate the conceptual framework.


Several attitudinal movie constructs (attitude toward the actor, the character and the movie) influence attitude toward the product placement, which in turn mediates the relationship between the former attitudinal constructs and attitude toward the brand. Interestingly, only the fit between the actor and placed brand impacted attitude toward the product placement, with no effects found for the fit between the character and the fit between the movie and brand and the attitude toward the product placement.

Research limitations/implications

We focus on explicit attitudes; implicit attitudes need future research attention.

Practical implications

Findings affirm a key role for the actor featured in the placement in directly or indirectly shaping the attitude toward the brand.


This is the first study to apply the structural equation modeling approach to this research area.



Portions of this work were completed when Balasubramanian served as Visiting Fulbright Research Chair at the School of Business, University of Alberta, Edmonton, Canada. The first author gratefully acknowledges research assistance from Hannan Sadjady Naeeni and Tianyu Zhou.


K. Balasubramanian, S., Patwardhan, H., Pillai, D. and K. Coker, K. (2014), "Modeling attitude constructs in movie product placements", Journal of Product & Brand Management, Vol. 23 No. 7, pp. 516-531.



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