The Brand Placement Model using Grounded Theory approach

Brand placement is the inclusion of brand in the visual-print media of mass communication such as movies, news programs, magazines, newspapers, television programs, games and other medias. The present research is aimed to investigate the factors affecting brand placement. In this process, qualitative data analysis and model presentation have been carried our using the literature review of brand placement and Grounded Theory approach. Moreover, data were analyzed using MAXQDA qualitative software. With respect to the reserach process, the paradigmatic model showed that background condition (product consistentency in the program) along with confounding condition (the prominence of brand placement) has increased the possibility of placement effectiveness in the viewer’s mind. In the meantime, the viewer’s attitudes strategies and also affective and cognitive situations are considered as the factors that accelerate this process. This process has some consequences for the manufacturing and commercial companies such as capturing the viewers and increasing their capital.