Reverse product placement (RPP) is the commercialization of fictional brands from
entertainment media into real world products. The factors affecting RPP is crucial for the
commercialization of fictional brands. Purpose of this study is to investigate the factors affecting
consumer’s attitudes toward fictional brands. Thus, the effects of consumer's attitudes towards television
programs, perceived quality of fictional service in television programs, and self-connection with a fictional service brand on the attitude of fictional service brand were examined. The data were collected
from 400 participants and analyzed with linear regression. According to the findings of the study, the
attitudes of the consumers towards the television program perceived service quality, and self-connection with the fictional service brand positively affect the attitudes towards the fictional service
brand in the Turkish TV Series.