Investigating the Mediator Role of Brand Experience in the Effect of Attitude About Product Placement on Brand Awareness: The Case of Fi Series

Product placement efforts are expected to result in more desirable brand experiences and awareness as a result of consumers' brand experiences. The attitude towards product placement increases the brand experience and makes the brand more permanent in our memory. In this study, it is aimed to examine the mediating role of the brand experience in the effect of attitude towards product placement on brand awareness. The research was carried out on Fi series audiences, where product placements were frequently used. The convenience sampling method was used, and an online survey form was used as data collection tool. 173 participants were reached during the data collection process. SPSS 21, AMOS 20 and PROCESS 3.1 programs were used for data analysis. The parallel multivariate mediator model was used to examine the mediator role of brand experience dimensions. As a result of the study, it was determined that the attitude towards product placements had an effect on brand awareness and brand experience dimensions, and the greatest effect was on the sensory experience. When the mediator roles are examined, it is concluded that the sensory and behavioral brand experience has a full mediating role in the effect of attitude towards product placements on brand awareness, and the mediator effect of the behavioral brand experience was higher.