Factors Affecting Consumer’s Attitude Toward Fictional Brands: Turkish TV Series Case

Abstract

Reverse product placement (RPP) is the commercialization of fictional brands from entertainment media into real world products. The factors effecting RPP is crucial for the commercialization of fictional brands. Purpose of this study is to investigate the factors affecting consumer’s attitude toward fictional brands. Thus, the effects of consumer's attitude towards television programs, perceived quality of fictional service in television programs and self-connection with a fictional service brand on the attitude of fictional service brand were examined. The data were collected from 400 participants and analysed with linear regression. According to the findings of the study, the attitudes of the consumers towards the television program, perceived service quality, and self-connection with the fictional service brand positively affect the attitudes towards the fictional service brand in Turkish TV Series.