Show simple item record

dc.contributor.authorManyiwa, Simon
dc.contributor.authorBrennan, David
dc.date.accessioned2017-01-18T17:26:49Z
dc.date.available2017-01-18T17:26:49Z
dc.date.issued2016-03-01
dc.identifier.citationManyiwa , S & Brennan , D 2016 , ' Impact of Materialism on Consumers’ Ethical Evaluation and Acceptance of Product Placement in Movies ' , Social Business , vol. 6 , no. 1 , pp. 65-82 . https://doi.org/10.1362/204440816X14636485174958
dc.identifier.issn2044-4087
dc.identifier.otherPURE: 9989246
dc.identifier.otherPURE UUID: 29a2ad27-73ae-4dec-be54-d4cca686ea36
dc.identifier.otherORCID: /0000-0002-7179-2960/work/62750353
dc.identifier.urihttp://hdl.handle.net/2299/17533
dc.descriptionThis is the accepted manuscript version of the following article: Manyiwa, S & Brennan, R, 'Impact of materialism on consumers' ethical evaluation and acceptance of product placement in movies', Social Business, Vol 6(1): 65-82, Spring 2016, published by Westburn Publishers Ltd. The version of record is available via doi:https://doi.org/10.1362/204440861X14636485174958
dc.description.abstractPurpose Business organisations have been using product placement in movies as a marketing communications tool for a long time. Yet, concerns have been raised about consumers' perceptions of the ethicality and acceptability of product placement. This study investigates the importance of consumer materialism and consumer ethical evaluation of product placement as factors influencing consumer acceptance of product placement in movies. Methodology 250 UK moviegoing adults were surveyed and the resulting data analysed using structural equations modelling. Findings The findings reveal that moviegoers who score higher on materialism find product placement more acceptable than those who score lower. Limitations Further studies are recommended to determine whether or not the incorporation of other variables could improve the model fit and variance explained for endogenous variables. Implications The study concludes that consumers' perceptions about the ethicality of product placement mediate the relationship between materialism and product placement acceptability. Contribution This study suggests that business organisations need to be aware of the important role of materialism in influencing the perception that product placement is broadly ethical and acceptable as a means of market communication.en
dc.format.extent18
dc.language.isoeng
dc.relation.ispartofSocial Business
dc.rightsEmbargoed
dc.subjectmaterialism
dc.subjectperceived ethicality
dc.subjectacceptance
dc.subjectproduct placement
dc.titleImpact of Materialism on Consumers’ Ethical Evaluation and Acceptance of Product Placement in Moviesen
dc.contributor.institutionHertfordshire Business School
dc.contributor.institutionCentre for Research on Management, Economy and Society
dc.contributor.institutionEnterprise and Value Research Group
dc.description.statusPeer reviewed
dc.date.embargoedUntil2017-09-01
dc.relation.schoolHertfordshire Business School
dc.description.versiontypeFinal Accepted Version
dcterms.dateAccepted2016-03-01
rioxxterms.versionAM
rioxxterms.versionofrecordhttps://doi.org/10.1362/204440816X14636485174958
rioxxterms.licenseref.startdate2017-09-01
rioxxterms.typeJournal Article/Review
herts.preservation.rarelyaccessedtrue
herts.date.embargo2017-09-01
herts.rights.accesstypeEmbargoed


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record