The overall aim of this thesis is to investigate to what extent product placement in TV shows
influences brand equity. The objective is to gain insights into the effectiveness of product placement
by reviewing and exploring previous studies and relevant literature in order to identify factors that
are considered to influence product placement effectiveness in relation to brand equity. Through this
discovery, a conceptual model with relevant factors is created to demonstrate relationships set to
investigate, consisting of hypotheses and research statements. The deduced hypotheses and
statements are utilized to detect relationships between the identified factors and the consumer
mindset.