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Influence Of Brand Equity And Movieliking Can Override Impact Of Misleading Brand Placement Toward Brand Attitudes, Adi Zakaria Afiff, Westi Noria Furi, Denyza Wahyuadi Metroprawiro

The South East Asian Journal of Management

The starting point of this study is the phenomenon termed misleading brand placement, a condition found where the brand placement in a movie depict the brand in a time where the brand has not yet exist, providing the brand an older age. As the brand used in the brand placement is a brand with high brand equity, the combination of older age and high brand equity is suspected to give a higher evaluation of the brand. To test these suspicions, 3 experiments were conducted to see the influence of consumer knowledge of the misleading brand placement, brand equity and movie …