Brand Placement - Going Green

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi
dc.contributor.advisor Kajalo, Sami
dc.contributor.author Tuomainen, Anette Eva Maria
dc.date.accessioned 2017-08-17T08:48:55Z
dc.date.available 2017-08-17T08:48:55Z
dc.date.issued 2017
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/27710
dc.description.abstract The aim of this thesis is to examine brand placement’s potential as a marketing way for green brands. In order to draw strategy suggestions, the thesis firstly reviews what are the ways and effectiveness of brand placement. Secondly, it glances what characteristics apply to green consumerism and how should green brands be advertised. Thirdly, it goes through case examples of green brand placement acts. Lastly, it suggests strategy options for effectively placing green brands and discusses future research opportunities. For brand placement industry a literature review is conducted, but for green consumerism a few relevant partitions are highlighted. Brand placement is examined in terms of measurement, ways of conducting it, audience variables and downsides. Most relative to the topic are the conducting ways such as mode, prominence and plot and character connection and how they effect on the audience outcome. Green consumerism is supported through the intention-behavior gap -theory and green consumers’ characteristics and marketing ways are reviewed. The case examples embody current the execution of green brand placement. The strategy suggestions indicate that a subtle background style or cleverly plot and character connected style are the most suitable for placing green brands. This evolves from the recognitions that green advertising should be careful and see-though, and linking the brands to characters is functional. Green advertising is prone to cause irritation and green consumers are skeptic and information seeking. Green purchase intentions have nature of not always turning into behavior and building identity through green purchases plays a major role. These remarks comport with brand placement in which the line between entertainment and advertising is blurred. Subtle and visual placements effect to the implicit memory, meaning that they are not necessarily recognized or recalled right after viewing the production, but they impact later on the buying behavior. Brands that are connected to the story or characters enable the consumers to enhance their own identity through purchases. These brand placement manners support the aims of reducing the intention-behavior – gap, impacting on the identity and overall normalizing green. The thesis faces limitations in terms of lacking empirical research as well as focusing on certain markets and mediums and having broad definitions. Empirical research should be conducted in order to verify the strategy suggestions for placing green brand. Especially the effects on implicit memory, attitudes and behavior should be studied more and tools for measuring these developed. Through these actions more generalizable implications could be drawn. en
dc.format.extent 34
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.title Brand Placement - Going Green en
dc.type G1 Kandidaatintyö fi
dc.contributor.school Kauppakorkeakoulu fi
dc.contributor.school School of Business en
dc.contributor.department Markkinoinnin laitos fi
dc.subject.keyword brand placement en
dc.subject.keyword subtle advertising en
dc.subject.keyword marketing green en
dc.subject.keyword identity building en
dc.subject.keyword intention-behaviour -gap en
dc.subject.keyword buying behaviour en
dc.subject.keyword green consumerism en
dc.identifier.urn URN:NBN:fi:aalto-201708176614
dc.type.ontasot Bachelor's thesis en
dc.type.ontasot Kandidaatintyö fi
dc.programme Markkinointi fi


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