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Do I know you? How brand familiarity and perceived fit affect consumers' attitudes towards brands placed in movies

Yann Verhellen, Nathalie Dens and Patrick De Pelsmacker (UGent)
(2016) MARKETING LETTERS. 27(3). p.461-471
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Abstract
The present study uses Associative Network Theory to construct a model that explains effects of brand placement in movies. Based on a field experiment (n = 167), we investigate the effects of plot connection and prominence on brand attitude, as well as the mediating role of brand-movie fit and the moderating role of brand familiarity. Results show that more closely connecting a brand to the plot of a movie positively impacts brand attitude by increasing the perceived fit between the brand and the movie. Brand familiarity moderates the effect of the interaction between a placement's plot connection and prominence on brand attitude. When brand familiarity is high, there is no significant effect of plot connection on brand attitude, nor is this effect moderated by the prominence of the placement. However, when brand familiarity is low, both prominently and subtly connecting the brand to the plot of the movie positively influences brand attitude. More importantly, the effect of plot connection is significantly stronger when an unfamiliar brand is prominently placed, than when it is subtly placed.
Keywords
PRODUCT PLACEMENTS, PLOT CONNECTION, TELEVISION, PROMINENCE, MODEL, Brand placement, Associative Network Theory, Brand familiarity, Perceived fit, Plot connection, Prominence

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MLA
Verhellen, Yann, et al. “Do I Know You? How Brand Familiarity and Perceived Fit Affect Consumers’ Attitudes towards Brands Placed in Movies.” MARKETING LETTERS, vol. 27, no. 3, Springer, 2016, pp. 461–71, doi:10.1007/s11002-015-9347-0.
APA
Verhellen, Y., Dens, N., & De Pelsmacker, P. (2016). Do I know you? How brand familiarity and perceived fit affect consumers’ attitudes towards brands placed in movies. MARKETING LETTERS, 27(3), 461–471. https://doi.org/10.1007/s11002-015-9347-0
Chicago author-date
Verhellen, Yann, Nathalie Dens, and Patrick De Pelsmacker. 2016. “Do I Know You? How Brand Familiarity and Perceived Fit Affect Consumers’ Attitudes towards Brands Placed in Movies.” MARKETING LETTERS 27 (3): 461–71. https://doi.org/10.1007/s11002-015-9347-0.
Chicago author-date (all authors)
Verhellen, Yann, Nathalie Dens, and Patrick De Pelsmacker. 2016. “Do I Know You? How Brand Familiarity and Perceived Fit Affect Consumers’ Attitudes towards Brands Placed in Movies.” MARKETING LETTERS 27 (3): 461–471. doi:10.1007/s11002-015-9347-0.
Vancouver
1.
Verhellen Y, Dens N, De Pelsmacker P. Do I know you? How brand familiarity and perceived fit affect consumers’ attitudes towards brands placed in movies. MARKETING LETTERS. 2016;27(3):461–71.
IEEE
[1]
Y. Verhellen, N. Dens, and P. De Pelsmacker, “Do I know you? How brand familiarity and perceived fit affect consumers’ attitudes towards brands placed in movies,” MARKETING LETTERS, vol. 27, no. 3, pp. 461–471, 2016.
@article{8524424,
  abstract     = {{The present study uses Associative Network Theory to construct a model that explains effects of brand placement in movies. Based on a field experiment (n = 167), we investigate the effects of plot connection and prominence on brand attitude, as well as the mediating role of brand-movie fit and the moderating role of brand familiarity. Results show that more closely connecting a brand to the plot of a movie positively impacts brand attitude by increasing the perceived fit between the brand and the movie. Brand familiarity moderates the effect of the interaction between a placement's plot connection and prominence on brand attitude. When brand familiarity is high, there is no significant effect of plot connection on brand attitude, nor is this effect moderated by the prominence of the placement. However, when brand familiarity is low, both prominently and subtly connecting the brand to the plot of the movie positively influences brand attitude. More importantly, the effect of plot connection is significantly stronger when an unfamiliar brand is prominently placed, than when it is subtly placed.}},
  author       = {{Verhellen, Yann and Dens, Nathalie and De Pelsmacker, Patrick}},
  issn         = {{0923-0645}},
  journal      = {{MARKETING LETTERS}},
  keywords     = {{PRODUCT PLACEMENTS,PLOT CONNECTION,TELEVISION,PROMINENCE,MODEL,Brand placement,Associative Network Theory,Brand familiarity,Perceived fit,Plot connection,Prominence}},
  language     = {{eng}},
  number       = {{3}},
  pages        = {{461--471}},
  publisher    = {{Springer}},
  title        = {{Do I know you? How brand familiarity and perceived fit affect consumers' attitudes towards brands placed in movies}},
  url          = {{http://doi.org/10.1007/s11002-015-9347-0}},
  volume       = {{27}},
  year         = {{2016}},
}
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