<p><strong>Date: </strong>May 28, 2009</p><p><strong>Program: </strong>MIMA – International Marketing</p><p><strong>Course name:</strong> Master Thesis (EFO705)</p><p><strong>Title:</strong> Consumer responses to product placements in Thai television sitcoms</p><p><strong>Authors:</strong> Chalinee Ketrattanakul ckl08001@student.mdh.se</p><p>Pimmanee Pongpatranon ppn08004@student.mdh.se</p><p><strong>Tutor: </strong>Tobias Eltebrandt</p><p><strong>Problem:</strong> How Thai consumers identify the advertising strategy of product placements in Thai sitcoms?</p><p><strong>Purpose:</strong> To examine the responses of Thai customers toward product placements in Thai sitcoms and measure how product placements in Thai sitcoms have influential effects on Thai consumers’ attitudes.</p><p><strong>Method:</strong> The study is mainly based on quantitative research using experiment and survey methods. Relevant secondary data are also collected. The major framework used in the study is the Multicomponent Model of Attitude.</p><p><strong>Conclusion:</strong> Product placements in Thai sitcoms have influential effects on the attitudes of Thai consumers depending on the category used in practice and execution style. Implicit product placement seems to be the most suitable and acceptable technique to use in Thai sitcoms since it creates positive effects on Thai consumers’ attitude toward brands and their purchase intention.</p><p><strong>Key words:</strong> Product placement, television sitcom, attitude, cognition, affect, behavior</p><p> </p>
| Identifer | oai:union.ndltd.org:UPSALLA/oai:DiVA.org:mdh-6181 |
| Date | January 2009 |
| Creators | Ketrattanakul, Chalinee, Pongpatranon, Pimmanee |
| Publisher | Mälardalen University, School of Sustainable Development of Society and Technology, Mälardalen University, School of Sustainable Development of Society and Technology |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, text |
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