Publication
Title
Brand placement repetition in a fictional text
Author
Abstract
This paper investigates the effect of brand name repetition on brand attitude in the context of a fictional text. Furthermore, it tests the moderating impact of brand familiarity, narrative transportation, and individual differences in need for cognition (NFC). Participants in an experiment read the full text of a real short-story, which featured the target brand. Brand name repetition and brand familiarity were systematically manipulated. The results show that brand name repetition affects attitude towards an unfamiliar brand and readers narrative transportation and NFC moderate this effect: Attitude towards the brand improves with repetition only when both transportation and NFC are relatively high. No effects were found for the familiar brand.
Language
English
Source (journal)
International journal of advertising. - London
Publication
London : 2017
ISSN
0265-0487
1759-3948 [online]
Volume/pages
36:1(2017), p. 38-59
ISI
000393299200004
Full text (Publisher's DOI)
Full text (open access)
The author-created version that incorporates referee comments and is the accepted for publication version Available from 11.11.2017
Full text (publisher's version - intranet only)
UAntwerpen
Faculty/Department
Research group
Publication type
Subject
Affiliation
Publications with a UAntwerp address
External links
Web of Science
Record
Identification
Creation 12.05.2016
Last edited 12.08.2017
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