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An investigation of brand placement effects on brand attitudes and purchase intentions: Brand placements versus TV commercials

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  • Davtyan, Davit
  • Cunningham, Isabella

Abstract

Brand placements are gradually becoming an important part of promotional toolkit of many major companies. However, despite the increasing volume of research on brand placements during the last decade, several important questions still remain unanswered. The purpose of this research is to investigate the effectiveness of brand placements in television sitcoms and contrast it with the effectiveness of 30-second commercials. The authors administer a quasi-natural experiment to a sample of research panel participants to investigate how brand placements in television sitcoms affect their attitudes and purchase intentions. Results of the study suggest that people have a more positive attitude toward brand placements than toward traditional television commercials. Moreover, placements can be more effective than 30-seconds commercials when targeting audiences with low attitude toward advertising. Finally, a combination of a brand placement and a commercial within one program doesn't significantly increase brand attitudes and purchase intentions compared with sole exposure conditions.

Suggested Citation

  • Davtyan, Davit & Cunningham, Isabella, 2017. "An investigation of brand placement effects on brand attitudes and purchase intentions: Brand placements versus TV commercials," Journal of Business Research, Elsevier, vol. 70(C), pages 160-167.
  • Handle: RePEc:eee:jbrese:v:70:y:2017:i:c:p:160-167
    DOI: 10.1016/j.jbusres.2016.08.023
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    Cited by:

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    3. 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.
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    5. 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.
    6. Neale, Michael & Corkindale, David, 2022. "Make product placement work for you: Get less exposure," Business Horizons, Elsevier, vol. 65(2), pages 149-157.
    7. 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.
    8. 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.
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