Breaking Bad at Denny�s: The Influence of Narrative Transportation on Brand Placement Effects in Antihero Television Shows
Kennedy, Sean Michael
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With the proliferation of antihero protagonists on television, brand marketers are being presented with new opportunities to place brands in these types of programs. Since viewers develop connections with television characters over an extended period of time, narrative transportation was suspected to have a moderating influence on the brand placement effects. This study examines the brand placement of the restaurant chain Denny�s in the television show Breaking Bad to examine the influence narrative transportation plays on brand recall, brand attitude and purchase intent in television programs with an antihero protagonist. Using a convenience sample of college students, this study utilized an experimental methodology to test an episode of the program and measure brand recall, brand attitude, purchase intent, character liking and narrative transportation. The results indicate that narrative transportation is a moderating factor for purchase intent and liking of the antihero protagonist. These findings were supported by previous research on narrative transportation and antihero characters. The study also suggests that brand marketers may want to be cautious about associating brands with antihero characters, though further study is recommended.
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