Effects of Brand Placement Disclosures: An Eye Tracking Study Into the Effects Of Disclosures and the Moderating Role of Brand Familiarity

This research provides evidence of the role played by a brand in the stimulation of mental imagery. We anticipate that a familiar (vs. unfamiliar) brand will evoke higher levels of visual mental imagery in the consumer. In addition, if the consumer exhibits favorability toward the brand, the visual mental imagery evoked will be enhanced. Therefore, we provide evidence of the moderating role of brand favorability in the relationship between brand familiarity and visual mental imagery. Our findings suggest that brands are evocative and are able to enhance (or reduce) information processing and, thus, the generation of visual mental images that we name “brand-evoked mental imagery.” The results contribute to the literature on branding and mental imagery and have several practical implications for marketers.

Download Full-text

The choice of brand extension: the moderating role of brand loyalty on fit and brand familiarity

Journal of Marketing Analytics ◽

10.1057/s41270-020-00100-9 ◽

2021 ◽

Vol 9 (1) ◽

pp. 17-32

Author(s):

Beichen Liang ◽

Wei Fu

Keyword(s):

Brand Loyalty ◽

Brand Extension ◽

Brand Familiarity ◽

Moderating Role

Download Full-text

De invloeden van waarschuwingen voor advergames en stemming op merkherkenning en merkattitude

Tijdschrift voor Communicatiewetenschappen ◽

10.5117/2013.041.002.184 ◽

2013 ◽

Vol 41 (2) ◽

Author(s):

Nienke Lammers ◽

Eva A. van Reijmersdal

Keyword(s):

Negative Mood ◽

Positive Mood ◽

Brand Attitude ◽

Persuasion Knowledge ◽

Brand Placement ◽

Negative Attitudes ◽

Brand Recognition ◽

Knowledge Theory ◽

Moderating Role

The influence of a warning for advergames on persuasion The influence of a warning for advergames on persuasion In an experiment (N= 127) the influences of brand placement warnings in advergames on brand recognition and brand attitude are examined. In addition, the moderating role of gamers’ mood is explored. As expected based on persuasion knowledge theory, the results showed that brand placement warnings mitigate persuasion: gamers exposed to the warning held more negative attitudes toward the brand in the advergame than gamers who were not confronted with a warning. However, these influences only held for gamers in a positive mood. Gamers in a negative mood, were more negative toward the brand, regardless of the presence of a warning. As predicted based on priming theory, the results also showed that warnings increased brand recognition. These influences were stronger for gamers in a positive mood.

Download Full-text