An investigation of brand placement effects on brand attitudes and purchase intentions: Brand placements versus TV commercials

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• 作者：Davit Davtyan ; Ph.D. Candidate ; ^{ddavtyan@utexas.edu" class="auth_mail" title="E-mail the corresponding author} ; Isabella Cunningham ; Ph.D. ^{isabella.cunningham@austin.utexas.edu" class="auth_mail" title="E-mail the corresponding author}
• 关键词：Brand placement ; Advertising ; 30-second commercial ; Brand attitude ; Purchase intention ; Attitude toward advertising
• 刊名：Journal of Business Research
• 出版年：2017
• 出版时间：January 2017
• 年：2017
• 卷：70
• 期：Complete
• 页码：160-167
• 全文大小：388 K

文摘

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.