The differential impact of consumer’s thinking styles on brand placement: a cross-cultural study

Chung Hur (), Jiyoung Hwang () and Chankoo Yeo ()
Additional contact information
Chung Hur: Software Policy and Research Institute
Jiyoung Hwang: The University of North Carolina at Greensboro
Chankoo Yeo: Sogang University

Journal of Brand Management, 2020, vol. 27, issue 3, No 4, 300-311

Abstract: Abstract This paper examines how styles of thinking across culture affect consumers’ brand perceptions. Two experiments using printed and film stimuli for two brand placements (i.e., foreground vs. background) were conducted with participants from two countries (USA and Korea) whose culture is characterized by different styles of thinking (analytic vs. holistic thinking). The results indicate that when product or brand placements (PPLs) were located in the background of the scene, holistic thinkers (i.e., East Asians) showed higher brand perceptions than did analytic thinkers (i.e., Westerners). When PPLs were located in the center of the scene, there was no difference in brand recognition and brand recall between analytic and holistic thinkers. The findings of this research shed light on the importance of consumers’ styles of thinking in understanding the effect of brand placement.

Keywords: PPL; Brand placement; Thinking styles; Brand awareness; Cross-cultural study (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://link.springer.com/10.1057/s41262-019-00181-7 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:jobman:v:27:y:2020:i:3:d:10.1057_s41262-019-00181-7

Ordering information: This journal article can be ordered from
https://www.palgrave.com/gp/journal/41262

DOI: 10.1057/s41262-019-00181-7

Access Statistics for this article

Journal of Brand Management is currently edited by Joachim Kernstock, Shaun M. Powell, Mark Davies and Ur a Golob

More articles in Journal of Brand Management from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().