Year-end Sale % OFF 
Abstract
The product placement strategy is increasingly favored in global marketing, especially through Korean drama streaming services, which are typically produced in series format. Kopiko candy leverages the popularity of Korean dramas by employing product placement in the Korean drama Doctor Slump. This study aims to examine the influence of product involvement, placement prominence, and celebrity endorsement on brand memory and brand attitude. The research involved 157 respondents who are fans of Korean dramas residing in Indonesia, aged 18 and above, who have watched the Doctor Slump series from episodes 1-16 and are aware of the presence of Kopiko candy in the scenes of the drama. The results of this study indicate a positive and significant relationship between the variables of product involvement, placement prominence, and celebrity endorsement on brand memory. Additionally, product involvement and celebrity endorsement also have a positive and significant effect on brand attitude.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
