This paper explores fantasy brands and product placement in order to determine which method
serves to be more effective to a targeted audience. A fantasy brand exists only in a virtual or
fictional world. Reverse product placement is the process of transforming brands in a virtual
world into products or services in the physical world. Common fictional brands include Willy
Wonka Chocolate (Charlie and the Chocolate Factory), Duff Beer (The Simpsons), Dunder
Mifflin Paper (The Office), Bubba Gump Shrimp Company (Forrest Gump), Central Perk
(Friends), and Stay Puft Marshmallows (Ghost Busters). Previous research has suggested that
people who are fans of a television show or movie are more likely to purchase a fantasy brand
than those who are unfamiliar with the show or movie. Additionally previous research indicates
that some people believe product placement is invasive and results in negative brand image.
However, no previous research directly compared product placement to fantasy brands, and
which a consumer might prefer. This paper will explore the advantages and disadvantages of
both product placement and fantasy brands. The study conducted tested 175 subjects in a
moderated laboratory setting to discover which form of advertising was more likely to drive a
purchase interaction. This study goes on to provide evidence that consumers are more likely to
purchase a fantasy brand when there is a high level of “fandom”. However, if they have a low
level of “fandom” they are more likely to purchase the item in the form of product placement.
This paper contributes to the idea of branding, experiential consumption, and advertising in an
overcrowded era.
| Identifer | oai:union.ndltd.org:arizona.edu/oai:arizona.openrepository.com:10150/614174 |
| Date | January 2016 |
| Creators | SCHWARTZ, HAYLEY ANN |
| Contributors | Liu, Yong |
| Publisher | The University of Arizona. |
| Source Sets | University of Arizona |
| Language | en_US |
| Detected Language | English |
| Type | text, Electronic Thesis |
| Rights | Copyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author. |
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