The effectiveness of brand placements: A meta-analytic synthesis

Barry Babin, Jean-Luc Herrmann (jean-luc.herrmann@univ-lorraine.fr), Mathieu Kacha (mathieu.kacha@univ-lorraine.fr) and Laurie Babin
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Barry Babin: The University of Mississippi [Oxford]
Jean-Luc Herrmann: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine
Mathieu Kacha: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine
Laurie Babin: The University of Mississippi [Oxford]

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Abstract: Although brand placements are commonplace in promotion strategies, the extant literature lacks a quantitative empirical synthesis of the effect of placements on cognitive, attitudinal, and conative outcomes. The authors report a meta-analysis addressing the extent to which brand placements affect consumers' brand placement memory, brand salience, consumer attitude toward the placed brand, and purchase intentions or choice. Four hierarchical meta-regression models explore contexts and executional characteristics that contribute to relatively stronger or weaker brand placement effects. Overall, findings suggest strong, positive placement effects on brand placement memory and small or modest, positive placement effects on brand salience, attitude, and conation. Among the factors potentially moderating these effects, brand-plot connection emerges as a key executional characteristic associated with stronger (more positive) cognitive, attitudinal, and conative effects for plot-connected relative to unconnected placements. Moreover, prominent placements enhance brand placement memory effects while not evidencing any significant backlash on persuasive effects. The same pattern emerges for placement disclosure. The findings have significant implications for marketing managers and public policy makers and provide important directions for further research.

Keywords: Product placement; Brand placement memory; Brand salience; Attitude; Intention Meta-analysis (search for similar items in EconPapers)
Date: 2021-04
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Citations: View citations in EconPapers (3)

Published in International Journal of Research in Marketing, 2021, 38 (4), pp.1017-1033. ⟨10.1016/j.ijresmar.2021.01.003⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03426691

DOI: 10.1016/j.ijresmar.2021.01.003

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