The Effects of Food Service Industry PPL Types on Brands Recall and Purchase Intention among College Students -Focused on Involvement of Customers-

다국어 초록 (Multilingual Abstract)

This study aims to examine the relationship between the type of product placement(PPL) in TV dramas and brand recall as well as purchase intention and in turn, provide not only useful but also accurate information to marketers so that they can find how to improve the images of food service companies. Specifically, to conduct the study, product placement was divided into two categories, on-set placement and creative placement. With the assumption that on-set placement more positively influence brand recall and purchase intention, the consumer characteristic(involvement) was chosen as a moderator. Findings suggest that overall, on-set placement is more effective in brand recall and purchase intention than creative placement is. Also, only when asked to recall brand name was purchase intention influenced significantly by the type of product placement. Based on the results of both the present study and previous studies, it is strongly recommended considering utilizing PPL as a form of marketing campaign in various conditions.

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