1. Home
  2. Vol 8, No 1 (2024)
  3. Ifada

The Influence Of Level Of Disclosure On Brand Evaluation And Brand Recall With Psychological Trait Reactance And Program Involvement As Moderator Variables And Program Liking As Intervening Variables (Study On Subway Placement Products In The Korea Drama

Shafa Radisya Aulia Ifada, Teguh Widodo

Abstract


This research is motivated by product placement, which serves as an alternative to traditional advertising usually broadcasted on mass media and frequently used in Korean dramas. Given the popularity of Korean dramas among international audiences, global brands have sought to participate in such product placement activities. However, there are instances where viewers complain about excessive and unreasonable product placements that disrupt their engagement due to their frequent appearances. The purpose of this study is to examine the impact of level of disclosure (LoD) on brand recall (BR) and brand evaluation (BE), while considering the moderating effects of psychological trait reactance (PTA) and program involvement (PI), with program liking (PL) acting as a mediating variable. The study focuses on subway product placement in the Korean drama "Descendants of the Sun" (DoTS). The research utilized a sample of 400 respondents who had watched the DoTS drama and had observed the subway product placement within the show. The results indicate that LoD indeed affects BR and PL. Moreover, PL significantly and positively mediates the relationship between LoD and BE. Based on the findings, this study recommends product owners aiming to advertise their products through dramas to select shows featuring well-known characters and enjoying high ratings. This strategy will likely attract more audience attention to their products.

Keywords


program liking; program involvement; psychological trait reactance; level of disclosure; brand recall; brand evaluation

References


R. A. Masrury, M. A. A. Saputra, A. Alamsyah, and M. A. S. Primantari, “A Comparative Study of Hollywood Movie Successfulness Prediction Model,” Int. Conf. Inf. Commun. Technol., vol. 14, 2019, doi: 10.1109/ICoICT.2019.8835385.

R. Srivastava, “Brand Placement in a Movie Song and its Impact on Brand Equity,” J. Promot. Manag., vol. 26, no. 2, pp. 233– 252, 2020, doi: https://doi.org/10.1080/10496491.2019.1699627.

A. Alamsyah, F. Putri, and O. O. Sharif, “Social network modeling approach for brand awareness.,” 2nd Int. Conf. Inf. Commun. Technol. ICoICT, pp. 448–453, 2014.

A. Prasetio, D. A. Rahman, F. P. Sary, R. D. Pasaribu, and M. R. Sutjipto, “The role of Instagram social media marketing activities and brand equity towards airlines customer response,” Int. J. Data Netw. Sci., vol. 6, no. 4, pp. 1195–1200, 2022, doi: 10.5267/j.ijdns.2022.6.014.

B. J. Babin, J.-L. Herrmann, M. Kacha, and L. A. Babin, “The effectiveness of brand placements: A meta-analytic synthesis,” Int. J. Res. Mark., vol. 38, no. 4, pp. 1017–1033, 2021, doi: https://doi.org/10.1016/j.ijresmar.2021.01.003.

T. N. S. A. B. G. S. D. I. J. D. L. Kasilingam, “The influence of audience characteristics on the effectiveness of brand placement memory,” J. Retail. Consum. Serv., vol. 44, pp. 134–149, 2018, doi: https://doi.org/10.1016/j.jretconser.2018.06.008.

F. F. Y. Chan, “Prior disclosure of product placement: The more explicit the disclosure, the better the brand recall and brand attitude,” J. Bus. Res., vol. 120, pp. 31–41, 2020, doi: https://doi.org/10.1016/j.jbusres.2020.07.028.

K. L. Kotler, Philip Keller, Marketing Management. Pearson Education Limited, 2016.

N. T. Tavassoli, C. J. Schultz, and G. J. Fitzsimons, “PROGRAM INVOLVEMENT: ARE MODERATE LEVELS BEST FORAD MEMORY AND ATTITUDE TOWARD THE AD?,” J. Advert. Res., vol. 61, 1995.

G. W. Allport, Review of Personality; A Psychological Interpretation. New York: Holt and Company, 2005.

N. Dens, P. De Pelsmacker, and Y. Verhellen, “Better together? Harnessing the power of brand placement through program sponsorship messages,” J. Bus. Res., vol. 83, no. 151–159, 2018, doi: https://doi.org/10.1016/j.jbusres.2017.10.036.

E. T. Vane and L. S. Gross, “Programming for TV, radio, and cable / by Edwin T. Vane, Lynne S. Gross,” Boston: Focal Press.

J. Kagan, “Motives and development,” J. Pers. Soc. Psychol., vol. 22, pp. 51–66, 1972, doi: https://doi.org/10.1037/h0032356.

I. Ghozali and H. Latan, Partial least squares konsep, teknik dan aplikasi menggunakan program SmartPLS 3.0 untuk penelitian empiris. Semarang: Badan Penerbit Universitas Diponegoro, 2015.

Widodo, Metodologi penelitian : populer & praktis. Jakarta: Rajawali Pers, 2017.

M. Henseler, Jörg Ringle, Christian M. Sarstedt, “A new criterion for assessing discriminant validity in variance-based structural equation modeling,” J. Acad. Mark. Sci., vol. 24, pp. 115–135, 2015.

R. M. Mohareb, “Conducting Scientific Research: Research Hypothesis and Null Hypothesis,” vol. 1, no. 2, 2012.

R. Gunderson, Stephanie Hooker, “Running head: THE EFFECTS OF POSITIVE AND NEGATIVE SELF-PRESENTATION ON FEMALE SELF-ESTEEM AND RELATIONSHIP CHOICES,” Semantic Scholar, 2008. [Online]. Available: https://www.semanticscholar.org/paper/Running-head%3A-THE-EFFECTS-OF-POSITIVE-AND-NEGATIVE-Gunderson-Hooker/19b8a62e4401ce9a3c87186fa29c4909147da5f6


Full Text: PDF

DOI: 10.33751/jhss.v8i1.8757

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.