The Analysis Of Clothing Brand Placement Effectiveness In Movies

Marketing communication refers to a two-way exchange of information between a brand andits customers using the brand’s marketing mix for brand creating and sales purposes. Currently,Brand Placement has become an important means of marketing communication, so has the fashionindustry. However, compared with the matured mode of fashion combine movie abroad, thepractices of domestic clothing brand placement are still in the exploratory stage. Base on previousresearches, this study choose clothing brand as a case study and try to explain the impact ofdifferent forms of brand placement on consumers’ brand association and brand attitude by way ofexperiment. Also research the difference of communication effect between consumers of differentfashion involvement degree. Then help marketers choosing the best clothing brand placement formaccording to their purpose of communication.Firstly, this study analyzed brand placement’s concept and classification, and analyzed thefactors affecting brand placement effectiveness and related theories, including empathy theory,consistency and consumers’ involvement to product categories. The mechanism of these theorieswere introduced and made elaborate. In addition, this study analyzed the concept, composition andsignificance of brand association and brand attitude, measuring product placement effectiveness,constructed and laid a theoretical foundation for the next chapter.Secondly, this study based on the literature summary and induction, made the researchhypotheses of placement level, placement prominence, perceived consistency and fashioninvolvement toward the clothing brand placement effectiveness, and constructs the theoreticalmodel of this paper. Then, using a2(placement level high/low)×2(prominent/subtle) two-factor experiments to collect data.Finally, this study use SPSS statistical software to analyze the results, provide clothingenterprises reasonable marketing suggestions and propose research gaps and ideas for furtherresearch.The main conclusions of this study are:1, the higher the clothing brand placement level, themore abundant primary brand association and better brand attitude consumers have;2, the clothingbrand placement level and prominence can interact to influence primary brand association andbrand attitude. High-prominent placement cause better primary brand association, and low-subtle placement cause better brand attitude;3, placement congruency leads to better secondary brandassociation and brand attitude for high fashion involvement customers, while placement in-congruency leads to worse brand primary association.