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Brand placement repetition in a fictional text

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Abstract
This paper investigates the effect of brand name repetition on brand attitude in the context of a fictional text. Furthermore, it tests the moderating impact of brand familiarity, narrative transportation, and individual differences in need for cognition (NFC). Participants in an experiment read the full text of a real short-story, which featured the target brand. Brand name repetition and brand familiarity were systematically manipulated. The results show that brand name repetition affects attitude towards an unfamiliar brand and readers' narrative transportation and NFC moderate this effect: Attitude towards the brand improves with repetition only when both transportation and NFC are relatively high. No effects were found for the familiar brand.
Keywords
NARRATIVE PERSUASION, PRODUCT PLACEMENTS, ENTERTAINMENT-EDUCATION, INDIVIDUAL-DIFFERENCES, PLOT CONNECTION, MODERATING ROLE, MUSIC VIDEOS, NEED, COGNITION, KNOWLEDGE, brand placement, brand attitude, fiction, narrative transportation, brand familiarity, need for cognition

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Citation

Please use this url to cite or link to this publication:

MLA
Avramova, Yana R., Patrick De Pelsmacker, and Nathalie Dens. “Brand Placement Repetition in a Fictional Text.” INTERNATIONAL JOURNAL OF ADVERTISING 36.1 (2017): 38–59. Print.
APA
Avramova, Y. R., De Pelsmacker, P., & Dens, N. (2017). Brand placement repetition in a fictional text. INTERNATIONAL JOURNAL OF ADVERTISING, 36(1), 38–59. Presented at the European-Academy-of-Advertising (EAA) 14th International Conference on Research in Advertising (ICORIA).
Chicago author-date
Avramova, Yana R., Patrick De Pelsmacker, and Nathalie Dens. 2017. “Brand Placement Repetition in a Fictional Text.” International Journal of Advertising 36 (1): 38–59.
Chicago author-date (all authors)
Avramova, Yana R., Patrick De Pelsmacker, and Nathalie Dens. 2017. “Brand Placement Repetition in a Fictional Text.” International Journal of Advertising 36 (1): 38–59.
Vancouver
1.
Avramova YR, De Pelsmacker P, Dens N. Brand placement repetition in a fictional text. INTERNATIONAL JOURNAL OF ADVERTISING. Abingdon: Routledge Journals, Taylor & Francis Ltd; 2017;36(1):38–59.
IEEE
[1]
Y. R. Avramova, P. De Pelsmacker, and N. Dens, “Brand placement repetition in a fictional text,” INTERNATIONAL JOURNAL OF ADVERTISING, vol. 36, no. 1, pp. 38–59, 2017.
@article{8524394,
  abstract     = {This paper investigates the effect of brand name repetition on brand attitude in the context of a fictional text. Furthermore, it tests the moderating impact of brand familiarity, narrative transportation, and individual differences in need for cognition (NFC). Participants in an experiment read the full text of a real short-story, which featured the target brand. Brand name repetition and brand familiarity were systematically manipulated. The results show that brand name repetition affects attitude towards an unfamiliar brand and readers' narrative transportation and NFC moderate this effect: Attitude towards the brand improves with repetition only when both transportation and NFC are relatively high. No effects were found for the familiar brand.},
  author       = {Avramova, Yana R. and De Pelsmacker, Patrick and Dens, Nathalie},
  issn         = {0265-0487},
  journal      = {INTERNATIONAL JOURNAL OF ADVERTISING},
  keywords     = {NARRATIVE PERSUASION,PRODUCT PLACEMENTS,ENTERTAINMENT-EDUCATION,INDIVIDUAL-DIFFERENCES,PLOT CONNECTION,MODERATING ROLE,MUSIC VIDEOS,NEED,COGNITION,KNOWLEDGE,brand placement,brand attitude,fiction,narrative transportation,brand familiarity,need for cognition},
  language     = {eng},
  location     = {London, ENGLAND},
  number       = {1},
  pages        = {38--59},
  publisher    = {Routledge Journals, Taylor & Francis Ltd},
  title        = {Brand placement repetition in a fictional text},
  url          = {http://dx.doi.org/10.1080/02650487.2016.1182258},
  volume       = {36},
  year         = {2017},
}

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