Understanding reverse product placement: Systematic literature review

Reverse Product Placement (RPP) is a relatively new phenomenon in marketing, product, and branding literature and is described as the process of turning around traditional product placement or commercializing fictional products/brands. Reverse product placement has recently attracted attention from scholars; however, limited efforts have been made to systematically review current literature to identify gaps and provide opportunities for further research. This study conducts a systematic literature review on reverse product placement by discussing research focus, theories, finding and methodology of 9 identified and relatable studies. An increasing trend is noted in terms of studies with contributions made to Branding, purchase intention and advertising literature. Most studies were conducted with qualitative methods and have focused on introducing the concept of Reverse product placement. This proposed study framework stipulates a theoretical basis for further research in this context.