The Impact of Brand Placement Acceptance on Consumer Purchasing Intentions: A Case Study on Perak’s State Working Adults

Abstract

Large businesses utilise brand placement in movies as a marketing tactic to covertly advertise their brands, goods, and services throughout the globe. Since movies are aired all around the globe, they are a popular option for brand placement. When it comes to advertising brands, goods, and services to various target segments throughout the globe, particularly in continents like America and Europe, brand placement in movies has been stated to be one of the most effective marketing methods for businesses and corporate organisations. Despite the fact that brand placement has been successful, there is very little proof or justification to support the claim that brand placements in movies have been effective in influencing the purchasing intentions of the high-demanding adolescent market. As a result, this research takes the liberty of exploring how brand positioning, integration, and memory relate to customer purchase intention. It is a quantitative investigation. A questionnaire based on a Likert measurement scale of five that was built from prior research served as the data gathering tool. Thereafter, questionnaires were dispersed at random to the chosen respondents from all around the state of Perak. Using IBM SPSS version 24, the reliability test was conducted and the data collected were examined. Working adults from the state of Perak were the research's target respondents. Acceptance of ad placement, brand integration, and brand memory are proven to be significantly correlated with customer purchase intentions.