Relationship between brand image with consumer attitudes towards product placement and an application

Product placement, whereas it has even though of condentally during the first application, it's importance and benefits recognized. Therefore this application willingly and consciously continued more channels. The brands have located in more channels day by day, drawed attention of audiences whose interests and their positive and negative criticises focused on the brands. In this study; consumer attitudes's relationships between brand images determined at cinema movies. In accordance with this purpose, prepared surveys presented to faculty of Dumlupınar University Economics Administrative Sciences' students. Obtained datas analysed with SPSS package programmes. In this direction, frequency analysis used for recognition of participators whose personal informations. Reliability of the used scales tested and its conformity observed. Factor analysis used for the sizing of data sets. Aftet this analysis; determinef that product placements consist of six dimension. There are: "Harmful Product Perception", "Reality", "Commercial Purpose Perception", "Television Advertising Perception", and "Watch Film". Brand images consist of one dimension. For the understanding significant dimensions; bidirectional correlation analysis and regression analysis applied for determined to direction of relationship and direction of violance. As a result of analysis determined that; product placement's ony Television Advertising Perception has significant affect upon brand image dimension. Keywords: Product Placement, Brand, Brand İmage, Consumer Behavıour