Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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Product-Story Congruence and Actor Attractiveness in Product Placements in Television Drama

  • Cheon, Minhye (Dept. of Fashion Industry, Incheon National University) ;
  • Ahn, Yena (Dept. of Fashion Industry, Incheon National University) ;
  • Mo, Ju Hee (Dept. of Fashion Industry, Incheon National University) ;
  • Park, Jee-Sun (Dept. of Fashion Industry, Incheon National University)
  • Received : 2016.05.25
  • Accepted : 2016.06.28
  • Published : 2016.07.30
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Abstract

As more consumers avoid ads aided by advanced technologies that conveniently block ads, traditional advertising is becoming less effective than ever before. Product placements are increasingly executed to unobtrusively expose products and brands to consumers while they watch media programs. The current study attempts to enhance our understanding of the factors that affect consumer attitude towards the brands placed in TV dramas. In particular, this study examines whether the attractiveness of actors and the congruency between the products placed and the story of the TV drama influence consumer attitudes towards the TV drama and the brand. A total of 211 male consumers in their 20s and 30s were used for data analyses. Structural equation modelling revealed that the product-story congruence had a positive impact on consumer attitude towards the TV drama as well as their attitude towards the brand. Actor attractiveness (in terms of similarity and likability) positively influenced consumer attitude towards the brand. Only the perceived likability dimension of actor attractiveness was found to affect consumer attitude towards the TV drama.

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