Product Placed Versus Product Interacted: Does It Matter?
An increasing part of marketing budgets goes into brand placements. Yet, the question as to whether they are actually effective has not always been answered in the same way. We suggest that one factor increasing visual placement effectiveness is protagonist-brand-interaction. Three versions of the same movie varied type of brand placement (protagonist-interaction, no-interaction, no placement). Protagonist-interaction increased memory, product attitudes, and purchase intent. Female consumers were also willing to pay more for products that were handled by a protagonist. Non-interacted brand placement had no influence on attitudes and intentions.
Bernadette Kamleitner and Abul Khair Jyote (2011) ,"Product Placed Versus Product Interacted: Does It Matter?", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 593.
Bernadette Kamleitner, Queen Mary University of London, UK
Abul Khair Jyote, Queen Mary University of London, UK
E - European Advances in Consumer Research Volume 9 | 2011
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