A Comparative Study between The impact of both Product Placement and Brand Integration Strategies on Brand Positioning in the Streaming Services: Testing a Moderating Role of branded content and customers’ attitude

Purpose – Product placement and brand integration strategies have attracted the attention of markets and marking scholars alike. By 2024, prepaid product placement and brand integration along with several other forms of entertainments media, such as native advertising and consumer events will generate a total expenditure of US$128 billion worldwide (PQ Media, 2023). Currently, product placement has been recognized by brand managers as a cost effective and precise means of targeting particular section, un assertive audience. This paper purpose is to clarify the difference between the effect of both product placement strategy and brand integration strategy on brand positioning in the Egyptian streaming services. Additionally, investigating the moderating role of branded content and customers ‘attitude to develop a practical-driven conceptual model in Egyptian media market.


Findings – Results indicate that both product placements and brand integration strategies have statistically significant positive direct effect on brand positioning. Positive statistically significant difference was found between the effects of product placements and brand integrations strategies. It is worth noting that product placement strategy has more effect on brand positioning in streaming services compared to brand integration strategy since the estimated difference coefficient was positive. Moreover, branded content and customers’ attitude have a moderating role but the moderator variable customers’ attitude weakened the positive relationship between product placement to brand positioning, and from brand integration to brand positioning on the other hand the moderator variable brand content strengths the positive relationship between product placement to brand positioning, and from brand integration to brand positioning.