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Think Outside the Package: Context Congruence and Product Placement on Packaging
Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för ekonomistyrning och logistik (ELO).
2015 (engelsk)Inngår i: International Journal of Academic Research in Business and Social Sciences, ISSN 2308-3816, E-ISSN 2222-6990, Vol. 6, nr 3, s. 72-81Artikkel i tidsskrift (Fagfellevurdert) Published
Abstract [en]

The purpose of this study is to examine the effect of context congruence on attitudes towards product placement on packaging. It is proposed that congruence-/-incongruence between the context (packaging) and the (product featured as a) product placement has an effect on the attitude towards the (product featured as a) product placement. The hypotheses were tested through Man-Witney U tests on a total of 238 respondents. The results show that a congruent context and an incongruent context impact attitudes towards a product placement differently. A congruent context does not influence attitudes towards a product placement, while an incongruent context influences attitudes towards a product placement negatively. Managers may want to consider using a congruent product package context rather than an incongruent one when placing a product.

sted, utgiver, år, opplag, sider
Center for Promoting Ideas , 2015. Vol. 6, nr 3, s. 72-81
Emneord [en]
product placement, package, congruence, incongruence, attitudes
HSV kategori
Forskningsprogram
Ekonomi, Företagsekonomi
Identifikatorer
URN: urn:nbn:se:lnu:diva-46317OAI: oai:DiVA.org:lnu-46317DiVA, id: diva2:853758
Tilgjengelig fra: 2015-09-15 Laget: 2015-09-15 Sist oppdatert: 2017-12-04bibliografisk kontrollert

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