Lysander, Ricardo and Prasetyo, Prasetyo (2016) The effect of product placement in foreign football match of unfamiliar and familiar brands toward brand equity. Jurnal Manajemen: Untuk Ilmu Ekonomi dan Perpustakaan, 1 (2).

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Abstract

Media development and audience tendency in avoiding advertisement pushed companies to applied new strategies for their advertising needs. Product placement became a good alternative strategy because the product embedded seamlessly within the television program where sports programs had the most product appearances than other programs. It made the sport programs to have big potential of gaining new customers by using product placement methods. In foreign football programs that broadcasted in Indonesian televisions, audiences were exposed to familiar and unfamiliar brands. This quantitative experimental research analyzed the effect product placement of familiar and unfamiliar brand towards brand equity especially in foreign football match. Independent variable used were product placement of familiar brand and product placement of unfamiliar brand. Independent variables dimensions each variable had indicators, which are:visual, auditory and plot connection placement dimensions. Whereas indicator for dependent variable (brand equity) was from Customer Based Brand Equity Model from Keller. This research involved 100 respondents, using simple linear regression as data analysis method. The researcher found that both of familiar brand and unfamiliar brand did have effects toward brand equity. However, unfamiliar brand seemed to have higher effect toward brand equity than familiar brand because ofcuriosity.

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