Maltese consumer perception of Bond brands made more attainable over time : a study of product placement within the James Bond franchise

Abstract

This study investigates the characteristics and factors influencing the alcoholic beverages and car manufacturer portrayed in the James bond franchise. Specifically, the transition between vodka martini versus Dutch beer Heineken and Aston Martin versus BMW. The literature discusses the apparent contradicting relationship between the aforementioned products and whether this change has made the James Bond franchise, its image, and its brands more attainable to a Maltese audience. The study therefore mainly adopted a qualitative approach that allowed 11 Maltese participants to fully reflect their thoughts on how they perceived the forms of product placements used, the products which collaborated with the franchise and the viewpoint that the Maltese hold towards the brand mentioned. The findings were then thematically analysed to reveal whether the transition has made the Bond brand attainable to a Maltese audience. To conclude, the researcher makes suggestions for further research, the limitations experienced, as well as some personal reflections.