Title
Brand placement repetition in a fictional text Brand placement repetition in a fictional text
Author
Faculty/Department
Faculty of Applied Economics
Publication type
article
Publication
London ,
Subject
Economics
Source (journal)
International journal of advertising. - London
Volume/pages
(2016) , p. 1-22
ISSN
0265-0487
1759-3948
Carrier
E
Target language
English (eng)
Full text (Publishers DOI)
Affiliation
University of Antwerp
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.
E-info
https://repository.uantwerpen.be/docman/iruaauth/62d019/133346.pdf
Handle