Title
Do you like what you recognize? The effects of brand placement prominence and movie plot connection on brand attitude as mediated by recognition Do you like what you recognize? The effects of brand placement prominence and movie plot connection on brand attitude as mediated by recognition
Author
Faculty/Department
Faculty of Applied Economics
Publication type
article
Publication
Clemson, S.C. ,
Subject
Economics
Mass communications
Source (journal)
The journal of advertising. - Clemson, S.C., 1972, currens
Volume/pages
41(2012) :3 , p. 35-53
ISSN
0091-3367
1557-7805
ISI
000318178200003
Carrier
E
Target language
English (eng)
Full text (Publishers DOI)
Affiliation
University of Antwerp
Abstract
This study represents a field experiment on the effectiveness of brand placements in movies. The authors investigate the interaction effect of prominence (how prominently the brand is represented in the movie) and plot connection (how well the placement is related to the movie's story line) on actual moviegoers' recognition of brands and their attitude toward them. The results show that brand recognition scores are highest for brand placements that are both highly prominent and strongly plot connected, whereas brand attitude is most positive when brands are strongly connected to the plot, but placed less prominently. The results further show that brand recognition mediates the effect of plot connection, but not prominence, on brand attitude
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