Direct evaluative conditioning in brand placement: The impact of scene valence and prominence on brand placement repetition effects
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DOI: 10.1002/cb.1647
Abstract: Whereas previous studies investigated the affect transfer from one specific affective stimulus of the brand placement context (such as an artist or the genre) to the brand, this research study investigates the effect of the… read more here.
Keywords: brand; valence; placement; prominence ... See more keywords
The influence of audience characteristics on the effectiveness of brand placement memory
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DOI: 10.1016/j.jretconser.2018.06.008
Abstract: Abstract The purpose of this paper is to explore the influence of audience characteristics (who engage with the media content and characters) on brand placement memory. A theoretical framework was empirically tested to examine the… read more here.
Keywords: brand; influence audience; memory; brand placement ... See more keywords
The differential impact of consumer’s thinking styles on brand placement: a cross-cultural study
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DOI: 10.1057/s41262-019-00181-7
Abstract: This paper examines how styles of thinking across culture affect consumers’ brand perceptions. Two experiments using printed and film stimuli for two brand placements (i.e., foreground vs. background) were conducted with participants from two countries… read more here.
Keywords: brand; differential impact; styles thinking; brand placement ... See more keywords