La valutazione negativa di un inserimento da parte dello spettatore. Un’indagine esplorativa nell'ambito del product placement cinematografico

Surveys conducted on product placement practitioners highlighted that their main concern is to avoid being part of a negative portrayal with their brand or product. The objective of this research is to investigate the concept of “negative placement” from a consumer perspective. Results show that the perceptions of practitioners and consumers doesn’t fit perfectly so it’d be worthwhile for companies give more attention to consumer thoughts and meanings to prevent harmful effects on their brands involved in product placement strategies.