Abstract: At present, more and more domestic brands hope to improve their product image and acceptance by placing in Hollywood movies. With the spillover effect of country image as the explanation mechanism, this paper constructs corresponding theory model to analyze the spillover effect of product placement of Chinese brands in Hollywood movie, finding that country image affects cognitive dissonance positively and affects plot connection negatively, cognitive dissonance affects brand attitude negatively, while plot connection affects brand attitude positively; cognitive dissonance and plot connection play a mediating role, and the impact of cognitive dissonance is significantly greater than that of plot connection; consumer ethnocentrism significantly adjusts the effect of cognitive dissonance on brand attitude, but not for the relationship between plot connection and brand attitude. Therefore, when related enterprises choose Hollywood movie for product placement, they′d better choose “foreign branding” brand name,strive to have a deep product placement, and choose the suitable brand communication by identifying the characteristics of target audience of films.

Key words: country image, spillover effect, product placement, consumer ethnocentrism, Chinese brand