Perceptions of the Ethics and Acceptability of Brand Placements
Janée Burkhalter
Nakeisha Ferguson
Corliss Thornton
Georgia State University
Abstract
Brand placement is an increasingly common practice engaged in by brand and entertainment managers alike. Since 1993, scholars have investigated consumers’ perceptions of the ethics and acceptability of brand placement. Previous research has focused on the ethics of brand placement in films and video games. This research focuses on consumers’ perceptions of and responses to brand placement in films, television, music videos and video games. Further, this research considers differences with respect to targeted audience. We find that brand placement acceptability is not gender neutral but is media dependent with various placement execution factors (e.g., medium, product category, target audience) interacting with gender-based findings.
