Consumers Perceptions of the Ethics of Brand Placement in Hollywood Movies: A Cross-Cultural Study of Chinese and English Students at the University of Nottingham.
This qualitative study explores how ethical brand placement in Hollywood movies is perceived to be by consumers. This industry has grown rapidly over the last few decades. However, the ethical guidelines in place are not currently sufficient to ensure the protection of the consumer. In an age of glo...
| Main Author: | |
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2008
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| Online Access: | https://eprints.nottingham.ac.uk/22199/ |
| _version_ | 1848792373186789376 |
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| author | Fawcett, Oliver |
| author_facet | Fawcett, Oliver |
| author_sort | Fawcett, Oliver |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | This qualitative study explores how ethical brand placement in Hollywood movies is perceived to be by consumers. This industry has grown rapidly over the last few decades. However, the ethical guidelines in place are not currently sufficient to ensure the protection of the consumer. In an age of global advertising, promotional tools that offer a global reach are very important to advertising companies. If brand placement in movies is to be an effective global promotional tool it is necessary to understand how different cultures react to it. This study compares the views of Chinese and English students at the University of Nottingham. The findings suggest there is a difference between the views of the two cultures in their acceptability of brand placement. Several propositions for future research have been identified. |
| first_indexed | 2025-11-14T18:43:22Z |
| format | Dissertation (University of Nottingham only) |
| id | nottingham-22199 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T18:43:22Z |
| publishDate | 2008 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-221992018-01-25T09:33:27Z https://eprints.nottingham.ac.uk/22199/ Consumers Perceptions of the Ethics of Brand Placement in Hollywood Movies: A Cross-Cultural Study of Chinese and English Students at the University of Nottingham. Fawcett, Oliver This qualitative study explores how ethical brand placement in Hollywood movies is perceived to be by consumers. This industry has grown rapidly over the last few decades. However, the ethical guidelines in place are not currently sufficient to ensure the protection of the consumer. In an age of global advertising, promotional tools that offer a global reach are very important to advertising companies. If brand placement in movies is to be an effective global promotional tool it is necessary to understand how different cultures react to it. This study compares the views of Chinese and English students at the University of Nottingham. The findings suggest there is a difference between the views of the two cultures in their acceptability of brand placement. Several propositions for future research have been identified. 2008 Dissertation (University of Nottingham only) NonPeerReviewed application/pdf en https://eprints.nottingham.ac.uk/22199/1/08Msclixojf.pdf Fawcett, Oliver (2008) Consumers Perceptions of the Ethics of Brand Placement in Hollywood Movies: A Cross-Cultural Study of Chinese and English Students at the University of Nottingham. [Dissertation (University of Nottingham only)] (Unpublished) |
| spellingShingle | Fawcett, Oliver Consumers Perceptions of the Ethics of Brand Placement in Hollywood Movies: A Cross-Cultural Study of Chinese and English Students at the University of Nottingham. |
| title | Consumers Perceptions of the Ethics of Brand Placement in Hollywood Movies: A Cross-Cultural Study of Chinese and English Students at the University of Nottingham. |
| title_full | Consumers Perceptions of the Ethics of Brand Placement in Hollywood Movies: A Cross-Cultural Study of Chinese and English Students at the University of Nottingham. |
| title_fullStr | Consumers Perceptions of the Ethics of Brand Placement in Hollywood Movies: A Cross-Cultural Study of Chinese and English Students at the University of Nottingham. |
| title_full_unstemmed | Consumers Perceptions of the Ethics of Brand Placement in Hollywood Movies: A Cross-Cultural Study of Chinese and English Students at the University of Nottingham. |
| title_short | Consumers Perceptions of the Ethics of Brand Placement in Hollywood Movies: A Cross-Cultural Study of Chinese and English Students at the University of Nottingham. |
| title_sort | consumers perceptions of the ethics of brand placement in hollywood movies: a cross-cultural study of chinese and english students at the university of nottingham. |
| url | https://eprints.nottingham.ac.uk/22199/ |