An investigation of brand placement effects on brand attitudes and purchase intentions: Brand placements versus TV commercials |
| |
| Institution: | 1. Western Washington University, Parks Hall 215, MS 9075, 516 High Street, Bellingham, WA 98225, USA;2. ISCTE-IUL Business School, Av. Das Forcas Armadas, 1649-026 Lisboa, Portugal;1. VCU School of Business, Virginia Commonwealth University, Richmond, VA 23284, USA;2. Spears School of Business, Oklahoma State University, Stillwater, OK 74078, USA;3. College of Business Administration, The University of Texas at El Paso, El Paso, TX 79968, USA;1. Shidler College of Business, University of Hawai?i at Mānoa, 2404 Maile Way, Honolulu, HI 96822, United States;2. Coles College of Business, Kennesaw State University, 1000 Chastain Road Kennesaw, GA 30144, United States;3. School of Business, Hanyang University, 222 Wangsimni-ro, Seongdong-gu, Seoul 04763, Republic of Korea |
| |
| Abstract: | Brand placements are gradually becoming an important part of promotional toolkit of many major companies. However, despite the increasing volume of research on brand placements during the last decade, several important questions still remain unanswered. The purpose of this research is to investigate the effectiveness of brand placements in television sitcoms and contrast it with the effectiveness of 30-second commercials. The authors administer a quasi-natural experiment to a sample of research panel participants to investigate how brand placements in television sitcoms affect their attitudes and purchase intentions. Results of the study suggest that people have a more positive attitude toward brand placements than toward traditional television commercials. Moreover, placements can be more effective than 30-seconds commercials when targeting audiences with low attitude toward advertising. Finally, a combination of a brand placement and a commercial within one program doesn't significantly increase brand attitudes and purchase intentions compared with sole exposure conditions. |
| |
| Keywords: | |
| 本文献已被 ScienceDirect 等数据库收录！ |
|
