lnu.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
PRODUCT PLACEMENTS ON CONGRUENT AND INCONGRUENT PACKAGES: - A quantitative assessment of attitudes
Linnaeus University, School of Business and Economics, Department of Marketing.
2013 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Purpose – To assess consumers’ attitudes towards product placements on congruent and incongruent product packages.

Design/methodology/approach – Quantitative survey data, collected by questionnaires from 232 respondents in Sweden. The data was analysed by independent samples t-tests and Mann- Whitney U tests.

Findings – The findings indicate that the total consumer attitude was overall more positive towards product placements on congruent product packages than towards product placements on incongruent product packages.

Practical implications – Findings suggest that practitioners may want to consider using a congruent product package rather than an incongruent when placing a product placement in that context.

Originality/value – The study examines and provides empirical evidence for attitudes towards product placements in the context of packaging.

Keywords – Attitudes, Product placement, Congruence, Packaging

Paper type – Research paper

Place, publisher, year, edition, pages
2013. , 105 p.
Keyword [en]
Attitudes, Product placement, Congruence, Packaging
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-26618OAI: oai:DiVA.org:lnu-26618DiVA: diva2:629144
Subject / course
Business Administration - Marketing
Educational program
Marketing Programme, 180 credits
Supervisors
Examiners
Available from: 2013-06-18 Created: 2013-06-16 Last updated: 2013-11-06Bibliographically approved

Open Access in DiVA

No full text

Search in DiVA

By author/editor
Lindgren, Victor
By organisation
Department of Marketing
Business Administration

Search outside of DiVA

GoogleGoogle Scholar

Total: 164 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf