Product placement of BMW (PDF)
Did the product placement in the latest "Mission Impossible" movie increase the purchase intention of BMW branded cars?
(Sprache: Englisch)
Research Paper (undergraduate) from the year 2012 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,6, Karlshochschule International University (BWL - International Marketing Programme), course: BWL - International...
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Research Paper (undergraduate) from the year 2012 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,6, Karlshochschule International University (BWL - International Marketing Programme), course: BWL - International Marketing Programme, language: English, abstract: The investigation is focusing on the basic problem, if the brand placement in the movie "Mission Impossible - Ghost Protocol" was a wise investment.
Research question: Did the product placement in the latest "Mission Impossible" movie increase the purchase intention of BMW branded cars?
Hypothesis: If the brand image and the image of the movie fit well then the purchase intention increases.
Primary research: Questionnaire with application of the Semantic Differential
Research question: Did the product placement in the latest "Mission Impossible" movie increase the purchase intention of BMW branded cars?
Hypothesis: If the brand image and the image of the movie fit well then the purchase intention increases.
Primary research: Questionnaire with application of the Semantic Differential
Bibliographische Angaben
- Autor: Mona Carolina Frank
- 2013, 1. Auflage, 21 Seiten, Englisch
- Verlag: GRIN Verlag
- ISBN-10: 3656486794
- ISBN-13: 9783656486794
- Erscheinungsdatum: 26.08.2013
Abhängig von Bildschirmgröße und eingestellter Schriftgröße kann die Seitenzahl auf Ihrem Lesegerät variieren.
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- Dateiformat: PDF
- Größe: 1.32 MB
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Sprache:
Englisch
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