The effectiveness of brand placements: A meta-analytic synthesis |
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| Institution: | 1. Morris Lewis Professor of Marketing, University of Mississippi, University, MS 38677, United States;2. Université de Lorraine, CEREFIGE, F-57000 Metz, France;3. Department of Marketing, University of Mississippi, University, MS 38677, United States;1. John von Neumann University, Izsáki út 10, 6000 Kecskemét, Hungary;2. Corvinus University of Budapest, F?vám tér 8, 1093 Budapest, Hungary;3. Vienna University of Economics and Business, Institute for Quantitative Economics, Department of Economics, Welthandelsplatz 1, 1020 Vienna, Austria;4. BI Norwegian Business School, Department of Marketing, Nydalsveien 37, N-0484 Oslo, Norway;1. A.B. Freeman School of Business, Tulane University, New Orleans, LA, United States;2. UTS Business School, and Research Associate at the UTS Australia-China Relations Institute, University of Technology Sydney, Sydney, Australia;1. Kelley School of Business, Indiana University, Bloomington, IN 47405, United States;2. School of Business, Jiangsu Normal University, Xuzhou 221009, China;1. W. P. Carey School of Business, Arizona State University, United States;2. Smeal College of Business, Pennsylvania State University, United States;3. Division of Statistics and Data Science, Department of Mathematical Sciences, University of Cincinnati, United States;4. Rutgers Business School, Rutgers University, USA;1. School of Business, Pacific Lutheran University, 12180 Park Avenue S., Tacoma, WA 98447-0003, USA;2. College of Business, California State University Long Beach, 1250 Bellflower Blvd, Long Beach, CA 90840, USA;3. Michael G. Foster School of Business, University of Washington, Box 353200, Seattle, WA 98105-3200, USA |
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| Abstract: | Although brand placements are commonplace in promotion strategies, the extant literature lacks a quantitative empirical synthesis of the effect of placements on cognitive, attitudinal, and conative outcomes. The authors report a meta-analysis addressing the extent to which brand placements affect consumers’ brand placement memory, brand salience, consumer attitude toward the placed brand, and purchase intentions or choice. Four hierarchical meta-regression models explore contexts and executional characteristics that contribute to relatively stronger or weaker brand placement effects. Overall, findings suggest strong, positive placement effects on brand placement memory and small or modest, positive placement effects on brand salience, attitude, and conation. Among the factors potentially moderating these effects, brand-plot connection emerges as a key executional characteristic associated with stronger (more positive) cognitive, attitudinal, and conative effects for plot-connected relative to unconnected placements. Moreover, prominent placements enhance brand placement memory effects while not evidencing any significant backlash on persuasive effects. The same pattern emerges for placement disclosure. The findings have significant implications for marketing managers and public policy makers and provide important directions for further research. |
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| Keywords: | Product placement Brand placement memory Brand salience Attitude Intention Meta-analysis |
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