 Brand placement across media: The interaction of placement modality and frequency in film versus textYana R. Avramova, Nathalie Dens and Patrick De Pelsmacker Journal of Business Research, 2021, vol. 128, issue C, 20-30 Abstract: The present research employed a 2 × 2 × 2 between-subjects design to investigate the effects of brand placement modality and frequency on brand attitude in two media, namely a short film or a written text featuring the placed brand. The narrative content and placement scenes were held constant. Modality was manipulated by placing the brand either visually or auditorily in the film, and either in the narration or in the dialogue of the text. Frequency was manipulated by inserting the brand either two or four times. Persuasion knowledge and irritation were measured as potential mediators. The findings show that, in film, greater irritation with auditory than visual placements ensues at low (but not high) placement frequency. In text, exposure to dialogue (vs. narration) placements leads to more irritation, regardless of frequency. As expected, irritation – but not persuasion knowledge – mediates the effects of modality and frequency on brand and film/story attitude in both media. Keywords: Brand placement modality; Placement frequency; Cross-media; Persuasion knowledge; Irritation; Film and text (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:128:y:2021:i:c:p:20-30 DOI: 10.1016/j.jbusres.2021.01.025 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.