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dc.contributor.advisorFullerton, Jami
dc.contributor.authorKennedy, Sean Michael
dc.date.accessioned2017-02-22T22:15:22Z
dc.date.available2017-02-22T22:15:22Z
dc.date.issued2016-05-01
dc.identifier.urihttps://hdl.handle.net/11244/49097
dc.description.abstractWith 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.
dc.formatapplication/pdf
dc.languageen_US
dc.rightsCopyright is held by the author who has granted the Oklahoma State University Library the non-exclusive right to share this material in its institutional repository. Contact Digital Library Services at lib-dls@okstate.edu or 405-744-9161 for the permission policy on the use, reproduction or distribution of this material.
dc.titleBreaking Bad at Denny�s: The Influence of Narrative Transportation on Brand Placement Effects in Antihero Television Shows
dc.contributor.committeeMemberShipka, Danny
dc.contributor.committeeMemberMcguire, John
osu.filenameKennedy_okstate_0664M_14577.pdf
osu.accesstypeOpen Access
dc.description.departmentMass Communications
dc.type.genreThesis
dc.type.materialtext


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