BPL에 대한 한일 소비자 비교 연구

The Comparative Study on BPL in Korean and Japanese Consumers

Nowadays, as Korean drama and movie have been very popular in Southeast country such as Japan, China, Vietnam etc., Korean firms can use this opportunity as the media for promoting their brand.(BPL: brand placement). For using BPL effectively, Korean firms must persuade foreign consumers to recall their brand by placing them in Korean drama and movie. This study aimed at searching for factors that have effect on recall of brand in BPL between Korean and Japanese consumers. The findings as follows: First, factors that effect recall are advertising model involvement, BPL ethics, description of BPL, sponsor reliability, brand distinction, encouragement of consumption, information. Second, the important factors are advertising model involvement, BPL ethics, description of BPL. Third, there are differences in influencing factors for Korean and Japanese consumers. Therefore, Korean firms will have to take these findings into account when develop marketing plan for BPL in Japan.