The Role of Exposure Frequency, Prominence, and Memory of Brand Placements in Effects on Brand Image

Brand placement, the purposeful incorporation of a brand into editorial content, is an example of a potentially successful alternative to traditional advertising. Very little is known about the effects of brand placement on brand image, the perceptions about a brand as reflected by the brand associations held in consumer memory. This is very surprising, because image change is often mentioned as one of the benefits of brand placement for advertisers .We studied the effects of exposure frequency and prominence of placement on brand image. We also studied the role of brand memory in this process.



Citation:

Eva Van Reijmersdal, Peter Neijens, and Edith Smit (2005) ,"The Role of Exposure Frequency, Prominence, and Memory of Brand Placements in Effects on Brand Image", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 659-659.

Authors

Eva Van Reijmersdal, University of Amsterdam
Peter Neijens, University of Amsterdam
Edith Smit, University of Amsterdam



Volume

E - European Advances in Consumer Research Volume 7 | 2005



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