A influência das estratégias de product-placement em Reality TV na reputação corporativa

: estudo de caso do Big Brother Brasil 2023

Abstract

Brands are a constant presence in our lives. Even when we don't realize it, we are exposed to hundreds of them every day. Until recently, the value of a brand was mainly in its tangible and quantifiable attributes, but now, we also value intangible attributes, such as corporate reputation. Ensuring a good corporate reputation is of utmost importance for the survival of brands in an increasingly competitive environment and one of the ways to achieve this is through the communication strategy. In this context, new ways have emerged for brands to communicate and promote their products and services. Product-placement is an advertising strategy that integrates promotional messages into the content of entertainment programs. This research will analyse the implementation of this type of strategy in a format that has been gaining space on television channels - the reality-show -, focusing on a case study on Big Brother Brazil 2023. However, due to stigma associated with this type of program, the reputation of advertising brands may suffer repercussions. This study investigates the impact of product-placement in Big Brother Brazil 2023 on the reputation of advertising brands, using interviews, questionnaires, and episodes’ analysis. The results obtained - though the sample used cannot be considered representative of the universe, nor can the results be generalized - confirm the existence of a relationship between the effectiveness of product-placement and the perception of corporate reputation, highlighting the importance of brand knowledge. It is concluded that product-placement must be part of a comprehensive communication strategy that benefits brands' reputation.

Date of Award	26 Feb 2024
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Mariana Victorino (Supervisor)