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The Impact of Brand-Content Congruity on Brand Cognition and Attitude in Product Placement

Author: LiuDan
Tutor: ZhuGuoZuo
School: Hunan University
Course: Business Administration
Keywords: Product Placement Brand-Content Congruity Celebrity Effect Brand Cognition Brand Attitude
CLC: F713.8
Type: Master's thesis
Year: 2013
Downloads: 72
Quote: 0
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Abstract


Driven by the tremendous economic benefits of product placement, brand owners hope that the information of the placed brands can maximize consumers’brand attention and memory effect.As a result,they place a lot of brands in the films by the means of straightforward blunt placement, ignoring consumers’negative brand attitude caused by a sharp decline of the brand-content congruity. However, in the previous research into brand-content congruity, the results show some sort of paradox. Therefore, it has a profound theoretical and practical significance to study the impact of brand-content congruity on the effectiveness of product placement.The whole research contained two study. Study1was about the impact of brand-content congruity on consumers’brand attention and memory within the use of eye tracking. And Study2was a replication of study1with some key modification. Utilizing a2x2between-subjects factorial design, we explored the impact of brand-content congruity and celebrity effect on brand memory and attitude in study2.We used chi-square analyses, ANOVA and correlation analysis to verify the experimental assumptions. Here are our study conclusions:(1) brand-content congruity has a significant impact on brand attention and explicit memory, but no impact on implicit memory;(2) there is a significant positive correlation between brand attention and explicit memory, while the correlation between brand attention and implicit memory is not strong;(3) the celebrity effect has a positive impact on consumers’ brand explicit memory and attitude, but no significant effect on implicit memory;(4) the celebrity effect can weaken the variance of memory and brand attitude caused by brand-content congruity in different levels, that is, it can not only enhance the consumers’brand explicit memory within the high brand-content congruity, but also improve the brand attitude within the low one;(5) the assumption that brand-content congruity can affect the brand attitude did not pass the test, the reason may be that, compared with the products used in the high brand-content congruity, the ones used in the low brand-content congruity may be more popular and familiar to consumers, while their prior perception of the product or brand leading to this results.

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CLC: > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Advertising
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