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DC Field | Value | Language |
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dc.date.accessioned | 2022-02-02T10:39:25Z | - |
dc.date.available | 2022-02-02T10:39:25Z | - |
dc.date.issued | 2021 | - |
dc.identifier.citation | Finn, H. (2021). Maltese consumer perception of Bond brands made more attainable over time: a study of product placement within the James Bond franchise (Bachelor's dissertation). | en_GB |
dc.identifier.uri | https://www.um.edu.mt/library/oar/handle/123456789/88114 | - |
dc.description | B. Comms. (Hons)(Melit.) | en_GB |
dc.description.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. | en_GB |
dc.language.iso | en | en_GB |
dc.rights | info:eu-repo/semantics/restrictedAccess | en_GB |
dc.subject | Bond, James (Fictitious character) | en_GB |
dc.subject | Branding (Marketing) | en_GB |
dc.subject | Product placement in mass media | en_GB |
dc.subject | Advertising | en_GB |
dc.subject | Consumer behavior -- Malta | en_GB |
dc.title | Maltese consumer perception of Bond brands made more attainable over time : a study of product placement within the James Bond franchise | en_GB |
dc.type | bachelorThesis | en_GB |
dc.rights.holder | The copyright of this work belongs to the author(s)/publisher. The rights of this work are as defined by the appropriate Copyright Legislation or as modified by any successive legislation. Users may access this work and can make use of the information contained in accordance with the Copyright Legislation provided that the author must be properly acknowledged. Further distribution or reproduction in any format is prohibited without the prior permission of the copyright holder. | en_GB |
dc.publisher.institution | University of Malta | en_GB |
dc.publisher.department | Faculty of Media and Knowledge Sciences. Department of Media & Communications | en_GB |
dc.description.reviewed | N/A | en_GB |
dc.contributor.creator | Finn, Hannah (2021) | - |
Appears in Collections: | Dissertations - FacMKS - 2021 Dissertations - FacMKSMC - 2021 |
Files in This Item:
File | Description | Size | Format | |
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21BCOMM021.pdf Restricted Access | 34.98 MB | Adobe PDF | View/Open Request a copy |
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