A COMPARATIVE STUDY OF FANTASY BRANDS VERSUS PRODUCT PLACEMENT IN DRIVING CONSUMER PURCHASE:

Abstract

This paper explores fantasy brands and product placement in order to determine which method serves to be more effective to a targeted audience. A fantasy brand exists only in a virtual or fictional world. Reverse product placement is the process of transforming brands in a virtual world into products or services in the physical world. Common fictional brands include Willy Wonka Chocolate (Charlie and the Chocolate Factory), Duff Beer (The Simpsons), Dunder Mifflin Paper (The Office), Bubba Gump Shrimp Company (Forrest Gump), Central Perk (Friends), and Stay Puft Marshmallows (Ghost Busters). Previous research has suggested that people who are fans of a television show or movie are more likely to purchase a fantasy brand than those who are unfamiliar with the show or movie. Additionally previous research indicates that some people believe product placement is invasive and results in negative brand image. However, no previous research directly compared product placement to fantasy brands, and which a consumer might prefer. This paper will explore the advantages and disadvantages of both product placement and fantasy brands. The study conducted tested 175 subjects in a moderated laboratory setting to discover which form of advertising was more likely to drive a purchase interaction. This study goes on to provide evidence that consumers are more likely to purchase a fantasy brand when there is a high level of “fandom”. However, if they have a low level of “fandom” they are more likely to purchase the item in the form of product placement. This paper contributes to the idea of branding, experiential consumption, and advertising in an overcrowded era.