Brand – Character Association and Attitude toward Brands in Movie Placements

Autor:	Raghu Kurthakoti, Siva K. Balasubramanian, Suzanne A. Altobello
Rok vydání:	2016
Předmět:	0508 media and communications 0502 economics and business 05 social sciences Within person 050801 communication & media studies 050211 marketing Advertising Transfer model Valence (psychology) Psychology Social psychology
Zdroj:	International Journal of Business Administration. 7
ISSN:	1923-4015 1923-4007
DOI:	10.5430/ijba.v7n2p43
Popis:	This study examines the impact of brand-character association on consumer attitude toward the placed brand. A 2x2 within subjects experiment, using a full-length movie as a stimulus, was conducted on a panel of student subjects to assess the interaction effect of character–brand valence on consumer attitude. Results support a significant interaction between character and brand valence. Analyses also indicate that congruency between character and brand valence enhances affective measures toward the placed brand, supporting the congruency theory and Meaning Transfer Model. Additionally, we found that brand familiarity mediates the character-valence interaction. Limitations and Implications of the studies were also discussed.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::c03d9a2a8c56f98e823855de36988e14 https://doi.org/10.5430/ijba.v7n2p43 Zobrazit plný text záznamu