Publication: More than meets the eye. Investigating the hidden impact of brand placements in television magazines
More than meets the eye. Investigating the hidden impact of brand placements in television magazines
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Matthes, J., Schemer, C., & Wirth, W. (2007). More than meets the eye. Investigating the hidden impact of brand placements in television magazines. International Journal of Advertising, 26, 477–503. https://doi.org/10.1080/02650487.2007.11073029
Abstract
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Abstract
A growing research literature suggests that visual brand placements need not be recalled in order to have an impact on brand attitudes. In an experimental study working with an authentic television broadcast, the authors investigated the influence of frequency of placement exposure, viewers’ involvement and viewers’ persuasion knowledge on the attitudes towards the brand and brand recall. Results clearly indicate a mere exposure effect. A frequently presented brand placement can have a positive effect on brand evaluations although vie
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- Matthes, J
- Schemer, C
- Wirth, Werner
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Citations
Matthes, J., Schemer, C., & Wirth, W. (2007). More than meets the eye. Investigating the hidden impact of brand placements in television magazines. International Journal of Advertising, 26, 477–503. https://doi.org/10.1080/02650487.2007.11073029
