Publication
Title
Do you like what you recognize? The effects of brand placement prominence and movie plot connection on brand attitude as mediated by recognition
Author
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
Language
English
Source (journal)
The journal of advertising. - Clemson, S.C., 1972, currens
Publication
Clemson, S.C. : 2012
ISSN
0091-3367 [print]
1557-7805 [online]
Volume/pages
41:3(2012), p. 35-53
ISI
000318178200003
Full text (Publishers DOI)
UAntwerpen
Faculty/Department
Research group
Publication type
Subject
Affiliation
Publications with a UAntwerp address
External links
Web of Science
Record
Identification
Creation 05.06.2013
Last edited 14.04.2017
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