Title
Do I know you? How brand familiarity and perceived fit affect consumers' attitudes towards brands placed in movies
Author
Faculty/Department
Faculty of Applied Economics
Publication type
article
Publication
Dordrecht ,
Subject
Economics
Source (journal)
Marketing letters. - Dordrecht
Volume/pages
27(2016) :3 , p. 461-471
ISSN
0923-0645
ISI
000382004600005
Carrier
E
Target language
English (eng)
Full text (Publishers DOI)
Affiliation
University of Antwerp
Abstract
The present study uses Associative Network Theory to construct a model that explains effects of brand placement in movies. Based on a field experiment (n = 167), we investigate the effects of plot connection and prominence on brand attitude, as well as the mediating role of brand-movie fit and the moderating role of brand familiarity. Results show that more closely connecting a brand to the plot of a movie positively impacts brand attitude by increasing the perceived fit between the brand and the movie. Brand familiarity moderates the effect of the interaction between a placements plot connection and prominence on brand attitude. When brand familiarity is high, there is no significant effect of plot connection on brand attitude, nor is this effect moderated by the prominence of the placement. However, when brand familiarity is low, both prominently and subtly connecting the brand to the plot of the movie positively influences brand attitude. More importantly, the effect of plot connection is significantly stronger when an unfamiliar brand is prominently placed, than when it is subtly placed.
E-info
https://repository.uantwerpen.be/docman/iruaauth/f9cf3f/986b73f576b.pdf
Full text (open access)
https://repository.uantwerpen.be/docman/irua/3e05eb/9312.pdf
E-info
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Handle