Effectiveness of brand placements in music videos on viewers’ brand memory, brand attitude and behavioral intentions

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Davit Davtyan ◽  
Isabella Cunningham ◽  
Armen Tashchian
Keyword(s):  
Behavioral Intentions ◽  
Purchase Intentions ◽  
Music Videos ◽  
Brand Attitudes ◽  
Brand Placement ◽  
Content Type ◽  
Brand Familiarity ◽  
Brand Placements ◽  
Low Levels ◽  
Positive Effect

Purpose This paper aims to investigate the effects of brand placement repetition in music videos on consumers’ memory, brand attitudes and behavioral intentions, as well as, explores the effective frequency needed to achieve optimal advertising impact. Design/methodology/approach The proposed hypotheses and research questions were tested using an experimental approach. Participants watched a block of music videos containing various levels of brand placement repetitions. Afterward, participants completed a questionnaire designed to measure memory, brand attitudes and behavioral intentions. Findings At low levels (below 4–5 exposures), the repetition of a brand placement has a positive effect on brand memory, brand attitudes, intentions to buy and to recommend the brand to others. However, further increases in repetition had detrimental effects on brand attitudes and purchase intentions, but not on memory measures. Additionally, the effects of brand placement repetition on brand attitudes and memory measures were moderated by respondents’ brand familiarity. Research limitations/implications The effects of brand placements were measured through explicit tests that refer to the placement event. Researchers are encouraged to test suggested propositions by using implicit tests. Practical implications The results of this study can serve as guidance for marketing practitioners on optimal ways to integrate their brands into the contents of mass media programming. Originality/value Despite the increasing usage of music videos in marketing promotions, limited scholarship explores the effects of placing consumer brands in this promising medium. Current research addresses this gap and contributes both to brand placement literature and scholarship on advertising repetition.

How gamers process in-game brand placements under different game-involvement conditions

2017 ◽  
Vol 40 (4) ◽  
pp. 471-490 ◽  
Author(s):  
Devika Vashisht
Keyword(s):  
Boundary Conditions ◽  
Brand Attitude ◽  
Situational Factors ◽  
Clear Understanding ◽  
Brand Attitudes ◽  
Brand Placement ◽  
Content Type ◽  
Brand Recall ◽  
Brand Placements ◽  
The Impact

Purpose The purpose of this study is to enhance the knowledge about advertising effects of brand placements in games on players’ brand recall and attitude. More specifically, this study examines the varying effects of brand prominence on gamers’ brand recall and brand attitude under varied game-involvement and need for cognition (NFC) conditions from attention and elaboration perspectives in the context of in-game advertising (IGA). Design/methodology/approach A 2 (brand prominence: prominent or subtle) × 2 (game-involvement: high or low) × 2 (NFC: high or low) between-subject measures design was used. Moreover, 240 student gamers participated in the study. A between-subjects measure multivariate analysis of variance was used to test the hypotheses. Findings The results revealed that for a game with prominent brand placement, low game-involvement resulted in greater brand recall than high game-involvement condition. Furthermore, for a game with prominent brand placement, high game-involvement condition resulted in more favorable brand attitude than low game-involvement condition. For a game with subtle brand placement, no differences in brand recall rates as well as brand attitudes were found between the high and the low game-involvement conditions. Likewise, for a game with prominent brand placement under low game-involvement condition, high NFC players reported higher brand recall rates and less favorable brand attitudes than the low NFC players. On the other hand, for a game with subtle brand placement under high-game-involvement condition, no differences in brand recall rates as well as brand attitudes were found between the high and the low NFC players. Research limitations/implications The process of experimentation used in this study to collect responses was susceptible to some limitations. However, this research adds to advertising literature from a non-traditional advertising viewpoint, predominantly in the context of IGA. This study enlightens the role of brand prominence and its boundary conditions to create customers’ brand memory and brand attitude. Likewise, this investigation adds to the marketing knowledge on how to embed and position the brands effectively in digital games taking into account the specific physiognomies of each game and individual traits of gamers. Practical implications This study provides a clear understanding of how marketers can design and develop effective games with a purpose to increase and improve customers’ awareness and attitudes toward the advertised brands by embedding brands in games. The experimental findings suggest the advertising practitioners and game designers to think for a right mix of game-specific factors, that is brand prominence, and individual and situational factors, that is game-involvement and NFC, while creating games to have a stoutest positive advergaming effect on players’ brand recall and brand attitude. Originality/value This study adds to the literature of non-traditional advertising media, specifically to the context of IGA, by investigating the impact of brand prominence, game-involvement and gamers’ NFC on their brand recall and attitude. From the attention and elaboration perspectives, this study is the first attempt to understand how brand prominence and its boundary conditions, that is game-involvement and NFC, impact players’ brand recall and brand attitude.

How does renqing influence purchase intentions in the Chinese business-to-business context?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Xun Zhang ◽  
Biao Xu ◽  
Jun Wu
Keyword(s):  
Positive Relationship ◽  
Purchase Intentions ◽  
Moderating Effect ◽  
Content Type ◽  
Mediating Role ◽  
Chinese Business ◽  
The Relationship ◽  
Business To Business ◽  
Positive Effect

Purpose This study aims to examine the relationship between renqing and purchase intentions and the mechanism of its impact in the Chinese business-to-business (B2B) context. Design/methodology/approach Renqing in China has played an important role in business relationships and has been receiving increased attention in both practice and theory. However, little is known about whether it can influence purchase intentions in a rational B2B condition. This research aims to examine the relationship between renqing and purchase intentions and the mechanism of its impact in the Chinese B2B context. Based on a survey of 1,010 industry buyers from 468 Chinese downstream buyer companies, the empirical findings indicate a positive relationship between renqing and purchase intentions and the mediating role of long-term orientation (LTO) for increasing purchase intentions. In addition, this study also finds that product involvement (PI) has a negative moderating effect on the relationship between renqing and purchase intentions, which means that renqing has a big positive effect on purchase intentions in low PI conditions. The results highlight several implications for B2B companies that sell products to Chinese enterprises. Findings The empirical findings indicate a positive relationship between renqing and purchase intentions and the mediating role of LTO for increasing purchase intentions. In addition, this study also finds that PI has a negative moderating effect on the relationship between renqing and purchase intentions, which means that renqing has a big positive effect on purchase intentions in low PI conditions. Originality/value First of all, by answering the research question, this study shows that renqing has a positive effect on purchase intentions in Chinese B2B context. Second, this study elucidates the influence mechanism of renqing on purchase intention and identifies the mediating effect of LTO and the moderating effect of PI.

The changing nature of consumer animosity and cosmopolitanism among young, individualistic consumers in emerging Asia: evidence from China

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
C. Min Han ◽  
Xiao Wang ◽  
Hyojin Nam
Keyword(s):  
Consumer Behavior ◽  
Design Methodology ◽  
Purchase Intentions ◽  
Brand Attitudes ◽  
Online Surveys ◽  
Content Type ◽  
Consumer Animosity ◽  
Consumer Values ◽  
Foreign Brands

PurposeThis study is designed to address how rising individualism in emerging Asia changes consumer values and subsequent consumer behavior toward foreign brands. For this, we investigate consumer animosity (CA) and consumer cosmopolitanism (COS) in China and their impacts on consumer dispositions toward Japanese brands.Design/methodology/approachThe study hypothesizes that CA and COS mediate the effects of consumer individualism and age on brand attitudes and purchase intentions. Online surveys were conducted with 421 consumers in China.FindingsThe results indicate that consumers with individualistic values show favorable dispositions toward Japanese brands because of weak CA and strong COS values. In addition, the study found that younger consumers also harbor weak CA and do not avoid Japanese brands because of it. However, younger consumers were not found to be more cosmopolitan than their older counterparts.Originality/valueOur findings suggest that the modernization and individualization of a society can have impacts on consumer values in emerging Asia and that changes in consumer values among young and individualistic consumers can lead to increased preferences for foreign brands, especially brands from a country with historical animosity.

Effects of brand placement strength, prior game playing experience and game involvement on brand recall in advergames

2015 ◽  
Vol 7 (3) ◽  
pp. 292-312 ◽  
Author(s):  
Devika Vashisht ◽  
Sreejesh S
Keyword(s):  
Online Advertising ◽  
Individual Characteristics ◽  
Game Playing ◽  
Brand Placement ◽  
Content Type ◽  
Brand Recall ◽  
Significant Difference ◽  
Brand Placements ◽  
The Impact

Purpose – The purpose of this paper is to explore the effect of brand placement strength on gamers’ brand recall as moderated by gamers’ prior game playing experience and game involvement in the context of advergames. Specifically, this research utilizes Limited Capacity Model of attention to explain how and under what conditions brand placements create attention, elaboration and subsequent brand recall. Design/methodology/approach – A 2 (brand placement strength: prominent versus subtle) × 2 (prior game playing experience: experienced versus inexperienced) × 2 (game involvement: high versus low involvement) between-subjects measures design is used. Empirical data were obtained from 220 undergraduate student gamers. A between-subjects measures ANOVA is used to test the hypotheses. Findings – There are several important findings that can be inferred from the results. First, inexperienced gamers report high brand recall in prominent brand placements than subtle brand placements, whereas for experienced gamers, no significant difference in recall rates is found between prominent brand placement and subtle brand placement. Second, inexperienced gamers with low game involvement playing an advergame with prominent brand placement report high brand recall compared to inexperienced gamers with high game involvement playing an advergame with prominent brand placement. Research limitations/implications – The study contributes to the advertising literature from a non-traditional advertising perspective, particularly in the context of online advergames, and explains the role of brand placement and its boundary conditions to create customers’ brand memory. Moreover, this research contributes to the marketing knowledge on how to locate and embed the brands effectively in advergames, taking into account the individual characteristics of each advergame. Practical implications – The findings are very important for advertising practitioners because selecting media that enhances the brand memory of the consumers through entertainment is a planning strategy that has been widely used by media planners today. Hence, advertising managers should think about designing advergames by taking into account the game involvement factor to make sure that the implementation has the strongest positive effect on consumers’ memory. Originality/value – This research contributes to the literature of online advertising, especially the advergames by exploring the impact of brand placement strength and prior gaming experience on gamers’ brand recall. In addition, this study is the first step toward understanding the moderating role of game involvement on Indian gamers recall in the context of online advertising.

Brand it green: young consumers’ brand attitudes and purchase intentions toward green brand advertising appeals

2019 ◽  
Vol 20 (3) ◽  
pp. 190-207 ◽  
Author(s):  
Juhi Gahlot Sarkar ◽  
Abhigyan Sarkar ◽  
Rambalak Yadav
Keyword(s):  
Purchase Intention ◽  
Purchase Intentions ◽  
Brand Attitude ◽  
Control Group ◽  
Brand Attitudes ◽  
Content Type ◽  
Advertising Appeals ◽  
Product Categories ◽  
Brand Advertising ◽  
Young Consumers

Purpose This paper aims to analyze the impacts of distinct advertising appeals on brand attitudes and purchase intentions toward green brands across two different product categories (technology-intensive and technology non-intensive) among the young adult consumers. Design/methodology/approach On the basis of focus group discussion, recyclable shopping bags (technology non-intensive) and hybrid cars (technology intensive) were identified as two product categories for the final study. A total of eight advertisement copies were developed (three in each product class + two control group ads) and distributed across 240 young consumers. A 4 (three advertising appeals + one control group) × 2 (product classes) between group experimental design was used to test the hypotheses formulated. Findings The study findings show that all the three advertisement appeals significantly influence attitudes and purchase intentions toward green brands across both the product categories. However, it was also found that functional appeal generated significantly lower mean scores for brand attitude and purchase intention for recyclable shopping bags compared to hybrid cars, whereas emotional appeal generated significantly lower mean scores for brand attitude, as well as purchase intention for hybrid cars compared to bags. This implies that functional green ad appeal would be more effective for technology-intensive products and emotional green ad appeal would be more effective for technology non-intensive products. Self-expressive green ad appeal was found to be equally effective in impacting brand attitudes and purchase intentions across both product categories. Originality/value The value of this research lies in investigating how the effects of distinct green brand advertising appeals on brand attitude and purchase intention can vary across technology-intensive and technology non-intensive products.

scholarly journals Local, global and glocal consumer brand relationships

2019 ◽  
Vol 23 (3) ◽  
pp. 775-798 ◽  
Author(s):  
Miguel Ángel Lopez-Lomelí ◽  
Joan Llonch-Andreu ◽  
Josep Rialp-Criado
Keyword(s):  
Purchase Intention ◽  
Purchase Intentions ◽  
Brand Attitude ◽  
Marketing Strategies ◽  
Brand Attitudes ◽  
Content Type ◽  
Global Brands ◽  
Brand Quality ◽  
Global Brand ◽  
The Relationship

Purpose This paper fills a gap in the literature on branding, as local and glocal brands have not received as much attention as global brands from academics and practitioners and the scarce amount of relevant research done on glocal branding strategies is mainly theoretical or conceptual. Design/methodology/approach This paper therefore defines a model relating brand beliefs (brand quality, brand image, brand familiarity and brand as a social signalling value), brand attitudes and brand purchase intentions. The model is then tested with a sample of different categories/types of consumer brands (local, global and glocal). The influence of the type of brand on these relationships is then analysed. Findings The findings suggest that brand quality is the most important driver of brand attitude for any type of brand, and that the relationship between brand quality and brand attitude, as well as between brand attitude and brand purchase intention, is weaker for a glocal brand than for a local or global brand. Originality/value This paper provides new empirical evidence of the influence of brand type on brand associations and attitude configurations and the effects these attitudes have on buying intentions. This work is also relevant for the managers’ efforts to develop more effective global, glocal and local marketing strategies for brand positioning.

The effects of price consciousness and sale proneness on purchase intention towards expiration date-based priced perishable foods

2015 ◽  
Vol 117 (2) ◽  
pp. 793-804 ◽  
Author(s):  
Faruk Anıl Konuk
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Structural Model ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Expiration Date ◽  
Convenience Sample ◽  
Content Type ◽  
Price Consciousness ◽  
Positive Effect

Purpose – The purpose of this paper is to examine the effects of price consciousness and sale proneness on purchase intentions regarding with expiration date-based priced perishable foods. Design/methodology/approach – Data were collected from a convenience sample of consumers with structured questionnaires. Structural equation modeling was used in order to test the proposed hypotheses. Findings – Results of a structural model reveal positive relationship between price consciousness and sale proneness. The findings also confirm the effect of price consciousness on purchase intentions toward expiration date-based priced perishable foods. On the other hand, the results have not support the positive effect of sale proneness on purchase intentions. Originality/value – To the knowledge, this is the first study which has examined the relationships between price consciousness, sale proneness and purchase intentions in the context of expiration date-based pricing.

Effect of product involvement and brand prominence on advergamers’ brand recall and brand attitude in an emerging market context

2018 ◽  
Vol 30 (1) ◽  
pp. 43-61 ◽  
Author(s):  
Devika Vashist
Keyword(s):  
Emerging Market ◽  
Brand Attitude ◽  
Specific Factor ◽  
Product Involvement ◽  
Brand Placement ◽  
High Involvement ◽  
Content Type ◽  
Brand Recall ◽  
Brand Placements ◽  
The Impact

Purpose The purpose of this paper is to investigate the impact of product involvement and brand prominence on advergamers’ brand recall and brand attitude in an emerging market context. Specifically, this research illustrates the conditions under which brand placements in online games create attention, elaboration and subsequent brand recall and brand attitude by drawing the insights from the limited capacity model of attention and the elaboration likelihood model. Design/methodology/approach A 2 (product involvement: low or high) × 2 (brand prominence: prominent or subtle) between-subject measures design is used. In total, 280 students participated in the study. A 2×2 between-subjects MANOVA is used to test the hypotheses. Findings In the context of advergames, for a low-involvement product, a prominent brand placement results in greater brand recall than a subtle brand placement. However, for a high-involvement product, a subtle-placement results in greater brand recall than a prominent brand placement. Further, results reveal that for a low-involvement product, a subtle brand placement results in more favorable brand attitude than a prominent brand placement. For a high-involvement product, a prominent brand placement results in more favorable brand attitude than a subtle brand placement. Research limitations/implications The findings and conclusions are very important for advertising experts in terms of advergame designing, execution and for an operational use of brand placements in advergames. Originality/value This investigation adds to the online advertising literature, specifically the advergames context by examining and analyzing the real-time roles of advergame-specific factor, such as brand prominence and the gamer-specific factor, such as product involvement in creating gamers’ brand recall and brand attitude from attention and elaboration perspectives in an emerging market context like India.

The effect of plain packaging format in cigarette labeling on smoking intent and brand likability among young non-smokers in Macau

2015 ◽  
Vol 27 (1) ◽  
pp. 23-39 ◽  
Author(s):  
Clement S. F. Chow ◽  
Erdener Kaynak ◽  
Winnie Mak
Keyword(s):  
Data Analysis ◽  
Factorial Design ◽  
Design Methodology ◽  
Familiarity Effect ◽  
Content Type ◽  
Plain Packaging ◽  
Brand Familiarity ◽  
Positive Effect ◽  
Chinese Subjects ◽  
Familiar Brand

Purpose – The purpose of this paper is to find out whether the plain packaging format in cigarette labeling is worth adopting or not. Design/methodology/approach – A lab experiment with a 2 (existing vs plain packaging format) × 2 (familiar vs unfamiliar brand) factorial design was conducted with Chinese subjects in Macau. Findings – The plain packaging format in cigarette labeling reduces both smoking intent and brand likability in familiar brand condition but not unfamiliar brand condition. Social implications – When many governments are currently deliberating about whether to follow the plain packaging initiative, this study constitutes a timely investigation of the effects of it on smoking intent and brand likability among Chinese young non-smokers. The positive effect of the plain packaging in familiar brand condition provides the justification of adopting it by the governments. Originality/value – Studies of plain packaging have not been taking brand familiarity into consideration (the only exceptional study used the top three familiar brands and thus failed to examine the familiarity effect) but the study focussed on it. In the data analysis, if brand familiarity is not considered, wrong conclusion will be drawn. Therefore, by having brand familiarity as moderator, the authors are able to correctly conclude that plain packaging format is worth adopting.

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