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Mendel University in Brno Faculty of Business and Economics The Effects of Product Placement on Consumer Behavior Dissertation <strong>Thesis</strong> Supervisor: doc. Ing. Jana Turčínková, Ph.D. Author: Mgr. Steven Van Wichelen Brno 2018
Page 1: The Effects of Product Placement on
Page 6: Declaration I hereby declare that t
Page 10 and 11: Content 1 Introduction 13 2 Objecti
Page 12 and 13: 5.3.1 Brand recall ................
Page 14 and 15: Introduction 13 1 Introduction An i
Page 16 and 17: Objectives 15 2.3 Effects on conati
Page 18 and 19: Literature Survey 17 One of the ben
Page 20 and 21: Literature Survey 19 brand imagery
Page 22 and 23: Literature Survey 21 inform or remi
Page 24 and 25: Literature Survey 23 the condition
Page 26 and 27: Literature Survey 25 However, one m
Page 28 and 29: Literature Survey 27 Ethically-char
Page 30 and 31: Literature Survey 29 It is importan
Page 32 and 33: Literature Survey 31 their individu
Page 34 and 35: Literature Survey 33 parallel resea
Page 36 and 37: Literature Survey 35 Fig. 6 The buy
Page 38 and 39: Literature Survey 37 Fig. 8 Factors
Page 40 and 41: Literature Survey 39 long- term mem
Page 42 and 43: Literature Survey 41 Regarding the
Page 44 and 45: Methods and materials 43 negatively
Page 46 and 47: Methods and materials 45 Tab. 5 AOI
Page 48 and 49: Methods and materials 47 Tab. 6 Sum
Page 50 and 51: Methods and materials 49 The questi
Page 52 and 53:
Methods and materials 51 Tab. 8 Exp
Page 54 and 55:
Methods and materials 53 Kardes, 19
Page 56 and 57:
Methods and materials 55 products (
Page 58 and 59:
Methods and materials 57 between th
Page 63 and 64:
62 Results 5 Results In this sectio
Page 65 and 66:
64 Results Tab. 12 Crosstabulation:
Page 67 and 68:
66 Results A Chi-square test using
Page 69 and 70:
68 Results 50 40 30 20 10 0 39 34 3
Page 71 and 72:
70 Results showed a medium to large
Page 73 and 74:
72 Results For visual types of prod
Page 75 and 76:
74 Results slightly higher preferen
Page 77 and 78:
76 Results With a α value higher t
Page 79 and 80:
78 Results Tab. 26 Product placemen
Page 81 and 82:
80 Results Heineken brand had the h
Page 83 and 84:
82 Results Fig. 22 Visual product p
Page 85 and 86:
84 Results Fig. 25 Visual product p
Page 87 and 88:
86 Results once, see figure 28. Thi
Page 89 and 90:
88 Results Source: experiment 1, 20
Page 91 and 92:
90 Results attained the highest per
Page 93 and 94:
92 Results Tab. 31 Mann-Whitney tes
Page 95 and 96:
94 Results 10 personality traits, t
Page 97 and 98:
96 Results Heineken (control group)
Page 99 and 100:
98 Results Starbucks (control group
Page 101 and 102:
100 Results Tab. 33 Mann-Whitney te
Page 103 and 104:
102 Results Product preference The
Page 105 and 106:
104 Discussion 6 Discussion Previou
Page 107 and 108:
106 Discussion man personality to r
Page 109 and 110:
108 Benefits of the thesis 7 Benefi
Page 111 and 112:
110 Conclusion 8 Conclusion The the
Page 113 and 114:
112 Conclusion category. These resu
Page 115 and 116:
114 References Balasubramanian, S.
Page 117 and 118:
116 References Eysenck, M. W. (2000
Page 119 and 120:
118 References Heisler, Y. (2015, M
Page 121 and 122:
120 References Kramoliš, J., & Kop
Page 123 and 124:
122 References Pechmann, C. (1992).
Page 125 and 126:
124 References SMI. (n.d.). BeGaze
Page 127 and 128:
126 List of tables 10 List of table
Page 129 and 130:
128 List of figures 11 List of figu
Page 131 and 132:
130 Appendix A Questionnaire survey
Page 133 and 134:
132 Appendix 3. Which of the follow
Page 135 and 136:
134 Appendix 12. What is the reason
Page 137 and 138:
136 Appendix C Questionnaire interv
Page 139 and 140:
138 Appendix
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140 Appendix
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142 Appendix
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144 Appendix
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146 Appendix
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148 Appendix
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150 Appendix
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152 Appendix
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154 Appendix
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156 Appendix
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158 Appendix
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160 Appendix
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162 Appendix
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164 Appendix
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166 Appendix
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168 Appendix
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