An investigation of brand placement effects on brand attitudes and purchase intentions: Brand placements versus TV commercials
Author
Abstract
Suggested Citation
DOI: 10.1016/j.jbusres.2016.08.023
Download full text from publisher
As the access to this document is restricted, you may want to search for a different version of it.
References listed on IDEAS
- Maheswaran, Durairaj & Sternthal, Brian, 1990. "The Effects of Knowledge, Motivation, and Type of Message on Ad Processing and Product Judgments," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(1), pages 66-73, June.
- Campbell, Margaret C & Kirmani, Amna, 2000. "Consumers' Use of Persuasion Knowledge: The Effects of Accessibility and Cognitive Capacity on Perceptions of an Influence Agent," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(1), pages 69-83, June.
- Friestad, Marian & Wright, Peter, 1994. "The Persuasion Knowledge Model: How People Cope with Persuasion Attempts," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(1), pages 1-31, June.
- Russell, Cristel Antonia, 2002. "Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(3), pages 306-318, December.
- Lehu, Jean-Marc & Bressoud, Etienne, 2008. "Effectiveness of brand placement: New insights about viewers," Journal of Business Research, Elsevier, vol. 61(10), pages 1083-1090, October.
- Uribe, Rodrigo, 2016. "Separate and joint effects of advertising and placement," Journal of Business Research, Elsevier, vol. 69(2), pages 459-465.
- Haugtvedt, Curtis P, et al, 1994. "Advertising Repetition and Variation Strategies: Implications for Understanding Attitude Strength," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(1), pages 176-189, June.
- Campbell, Margaret C & Keller, Kevin Lane, 2003. "Brand Familiarity and Advertising Repetition Effects," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(2), pages 292-304, September.
- KARRH, JAMES A. & McKEE, KATHY BRITTAIN & PARDUN, CAROL J., 2003. "Practitioners' Evolving Views on Product Placement Effectiveness," Journal of Advertising Research, Cambridge University Press, vol. 43(2), pages 138-149, June.
- Russell, Cristel Antonia & Belch, Michael, 2005. "A Managerial Investigation into the Product Placement Industry," Journal of Advertising Research, Cambridge University Press, vol. 45(1), pages 73-92, March.
- Goldberg, Marvin E & Gorn, Gerald J, 1987. "Happy and Sad TV Programs: How They Affect Reactions to Commercials," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(3), pages 387-403, December.
Citations
Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
Cited by:
- Tessitore, Tina & Geuens, Maggie, 2019.
"Arming consumers against product placement: A comparison of factual and evaluative educational interventions,"
Journal of Business Research, Elsevier, vol. 95(C), pages 38-48.
- Tina Tessitore & Maggie Geuens, 2019. "Arming consumers against product placement: A comparison of factual and evaluative educational interventions," Post-Print hal-01914724, HAL.
- Avramova, Yana R. & Dens, Nathalie & De Pelsmacker, Patrick, 2021. "Brand placement across media: The interaction of placement modality and frequency in film versus text," Journal of Business Research, Elsevier, vol. 128(C), pages 20-30.
- Natarajan, Thamaraiselvan & Balasubramaniam, Senthil Arasu & Stephen, Gladys & Jublee, Daniel Inbaraj & Kasilingam, Dharun Lingam, 2018. "The influence of audience characteristics on the effectiveness of brand placement memory," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 134-149.
- Isabel Palomo-Domínguez & Vaida Zemlickienė, 2022. "Evaluation Expediency of Eco-Friendly Advertising Formats for Different Generation Based on Spanish Advertising Experts," Sustainability, MDPI, vol. 14(3), pages 1-21, January.
- Dens, Nathalie & De Pelsmacker, Patrick & Verhellen, Yann, 2018. "Better together? Harnessing the power of brand placement through program sponsorship messages," Journal of Business Research, Elsevier, vol. 83(C), pages 151-159.
- Neale, Michael & Corkindale, David, 2022. "Make product placement work for you: Get less exposure," Business Horizons, Elsevier, vol. 65(2), pages 149-157.
- Kirk Kristofferson & Lea Dunn, 2023. "The brand that wasn’t there: The impact of brand displacement on viewer engagement and brand attitude," Journal of the Academy of Marketing Science, Springer, vol. 51(3), pages 716-745, May.
- Babin, Barry J. & Herrmann, Jean-Luc & Kacha, Mathieu & Babin, Laurie A., 2021. "The effectiveness of brand placements: A meta-analytic synthesis," International Journal of Research in Marketing, Elsevier, vol. 38(4), pages 1017-1033.
- Teng, Lefa & Sun, Chuluo & Chen, Yifei & Lever, Michael W. & Foti, Lianne, 2024. "Partner or servant? The influence of robot role positioning on consumers’ brand evaluations," Journal of Business Research, Elsevier, vol. 180(C).
- Jawaid, Muhammad Hassan & Karim, Emadul, 2021. "Factors Affecting Consumer Buying Behavior in E-Commerce Business during Outbreak of Covid-19: A Case Study on Top E-Commerce Websites," MPRA Paper 110476, University Library of Munich, Germany.
Most related items
These are the items that most often cite the same works as this one and are cited by the same works as this one.- Dens, Nathalie & De Pelsmacker, Patrick & Verhellen, Yann, 2018. "Better together? Harnessing the power of brand placement through program sponsorship messages," Journal of Business Research, Elsevier, vol. 83(C), pages 151-159.
- Thomas, Sunil & Kohli, Chiranjeev S., 2011. "Can brand image move upwards after Sideways? A strategic approach to brand placements," Business Horizons, Elsevier, vol. 54(1), pages 41-49.
- Avramova, Yana R. & Dens, Nathalie & De Pelsmacker, Patrick, 2021. "Brand placement across media: The interaction of placement modality and frequency in film versus text," Journal of Business Research, Elsevier, vol. 128(C), pages 20-30.
- Thomas, Sunil & Kohli, Chiranjeev S., 2011. "Can brand image move upwards after Sideways? A strategic approach to brand placements," Business Horizons, Elsevier, vol. 54(1), pages 41-49, January.
- Kirk Kristofferson & Lea Dunn, 2023. "The brand that wasn’t there: The impact of brand displacement on viewer engagement and brand attitude," Journal of the Academy of Marketing Science, Springer, vol. 51(3), pages 716-745, May.
- Tessitore, Tina & Geuens, Maggie, 2019.
"Arming consumers against product placement: A comparison of factual and evaluative educational interventions,"
Journal of Business Research, Elsevier, vol. 95(C), pages 38-48.
- Tina Tessitore & Maggie Geuens, 2019. "Arming consumers against product placement: A comparison of factual and evaluative educational interventions," Post-Print hal-01914724, HAL.
- Babin, Barry J. & Herrmann, Jean-Luc & Kacha, Mathieu & Babin, Laurie A., 2021. "The effectiveness of brand placements: A meta-analytic synthesis," International Journal of Research in Marketing, Elsevier, vol. 38(4), pages 1017-1033.
- Neale, Michael & Corkindale, David, 2022. "Make product placement work for you: Get less exposure," Business Horizons, Elsevier, vol. 65(2), pages 149-157.
- Gillespie, Brian & Muehling, Darrel D. & Kareklas, Ioannis, 2018. "Fitting product placements: Affective fit and cognitive fit as determinants of consumer evaluations of placed brands," Journal of Business Research, Elsevier, vol. 82(C), pages 90-102.
- Chakravarty, Anindita & Liu, Yong & Mazumdar, Tridib, 2010. "The Differential Effects of Online Word-of-Mouth and Critics' Reviews on Pre-release Movie Evaluation," Journal of Interactive Marketing, Elsevier, vol. 24(3), pages 185-197.
- Coker, Kesha K. & Altobello, Suzanne A., 2018. "Product placements in social settings: The impact of coviewing on the recall of placed brands," Journal of Business Research, Elsevier, vol. 87(C), pages 128-136.
- Lehu, Jean-Marc & Bressoud, Etienne, 2008. "Effectiveness of brand placement: New insights about viewers," Journal of Business Research, Elsevier, vol. 61(10), pages 1083-1090, October.
- Golovacheva, E., 2016. "When consumers activate persuasion knowledge: Review of antecedents and consequences," Working Papers 6440, Graduate School of Management, St. Petersburg State University.
- Martí-Parreño, José & Bermejo-Berros, Jesús & Aldás-Manzano, Joaquín, 2017. "Product Placement in Video Games: The Effect of Brand Familiarity and Repetition on Consumers' Memory," Journal of Interactive Marketing, Elsevier, vol. 38(C), pages 55-63.
- Yana R. Avramova & Patrick De Pelsmacker & Nathalie Dens, 2018. "How reading in a foreign versus native language moderates the impact of repetition-induced brand placement prominence on placement responses," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 500-518, November.
- Razzaq, Ali & Shao, Wei & Quach, Sara, 2024. "Meme marketing effectiveness: A moderated-mediation model," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
- Chan, Fanny Fong Yee, 2020. "Prior disclosure of product placement: The more explicit the disclosure, the better the brand recall and brand attitude," Journal of Business Research, Elsevier, vol. 120(C), pages 31-41.
- Gunawardena, Thuthi & Waiguny, Martin K.J., 2014. "So many things to do! How multitasking affects memory and attitude for product and brand placements," Australasian marketing journal, Elsevier, vol. 22(4), pages 288-295.
- Choi, Dongwon & Bang, Hyejin & Wojdynski, Bartosz W. & Lee, Yen-I & Keib, Kate M., 2018. "How Brand Disclosure Timing and Brand Prominence Influence Consumer's Intention to Share Branded Entertainment Content," Journal of Interactive Marketing, Elsevier, vol. 42(C), pages 18-31.
- Liu, J., 2008. "Brand and automaticity," Other publications TiSEM dcbcb1b7-2089-429d-bdc1-8, Tilburg University, School of Economics and Management.
More about this item
Keywords
Brand placement; Advertising; 30-second commercial; Brand attitude; Purchase intention; Attitude toward advertising;All these keywords.
Statistics
Access and download statisticsCorrections
All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:70:y:2017:i:c:p:160-167. See general information about how to correct material in RePEc.
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .
Please note that corrections may take a couple of weeks to filter through the various RePEc services.