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Effects of television brand placement on brand image

✍ Scribed by Eva A. van Reijmersdal; Peter C. Neijens; Edith G. Smit

Publisher
John Wiley and Sons
Year
2007
Tongue
English
Weight
157 KB
Volume
24
Category
Article
ISSN
0742-6046

No coin nor oath required. For personal study only.

✦ Synopsis

Abstract

A survey as well as an experiment was conducted to study the effects of television brand placement on brand image. The studies showed that the integration of a brand into the editorial content of a program had a significant effect on brand image: As people watched more episodes, the brand image became more in agreement with the program image. These results confirm the applicability of learning and human associative memory theories to brand placement. Another important finding is that brand memory and brand image were not related. Thus, brand image became more positive regardless of viewers' memory of the brand placements, which implies that brand image was implicitly affected. This has important theoretical implications for the understanding of the working of brand placement. Β© 2007 Wiley Periodicals, Inc.

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