Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Jayapal, Jegan; C, Harishree Title A name given to the resource Viewers response towards brand placements credibility in reality shows: does brand image matter? Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2025 Source A related resource from which the described resource is derived Journal of Indian Business Research; Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1108/JIBR-07-2024-0174" target="_blank" rel="noreferrer noopener">https://doi.org/10.1108/JIBR-07-2024-0174</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105017485552?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105017485552?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Jayapal J., Rajagiri Business School, Kochi, India; C H., Department of English and Cultural Studies, Christ University, Bengaluru, India Description An account of the resource Purpose This study aims to investigate the impact of brand placements in reality shows on viewer perceptions. Specifically, it aims to explore whether the brand image of a reality show influences the credibility of these placements and how viewers respond to such integrations. By examining this relationship, the paper contributes valuable insights for marketers, advertisers and content creators seeking to optimise brand placements within reality television. Design/methodology/approach A conceptual model based on source credibility theory was developed. The hypothesised relationships were tested using the partial least squares-structural equation modelling method. Data was separately collected through a stimulus-based questionnaire. For the final data analysis, 393 usable questionnaires were used. Findings Through rigorous analysis, the authors unearthed several key findings. Firstly, brands with a positive image significantly enhance the credibility of their placements. Viewers are more receptive to products associated with reputable and relatable brands. Secondly, the seamless integration of brands within the shows narrative fosters authenticity. Viewers perceive placements as less intrusive and more credible when placements align with the programs context. Thirdly, not all viewers respond uniformly. Demographics, lifestyle and viewing habits influence how brand placements resonate. Tailoring strategies to specific audience segments is essential. Originality/value Prior research on brand placements predominantly concentrated on quantitatively investigating films and video games. Nevertheless, these studies have not included viewers consuming behaviours in reality shows. Previous empirical studies in reality shows have not developed a conceptual model incorporating the identified moderator (reality show brand image) to explain the impact of brand placements in reality shows. Finally, this study unravelled the complexities of viewer engagement and its potential impact on consumer behaviour by examining the moderating role of pre-existing brand image on audience receptivity. 2025 Emerald Publishing Limited Subject The topic of the resource Advertisement and marketing; Advertising effectiveness; Brand image; Branding; Marketing communication; Product and brand management Publisher An entity responsible for making the resource available Emerald Publishing Relation A related resource ISSN: 17554195; Language A language of the resource English Type The nature or genre of the resource Article Rights Information about rights held in and over the resource Restricted Access; Hardcopy may be available in the library Format The file format, physical medium, or dimensions of the resource online