Processing of product placements and brand persuasiveness

Chan, Fanny Fong Yee and Lowe, Ben and Petrovici, Dan Alex (2017) Processing of product placements and brand persuasiveness. Marketing Intelligence and Planning, 23 (3). pp. 311-328. ISSN 0263-4503. (doi:https://doi.org/10.1108/MIP-03-2015-0051) (Full text available)

Abstract

Purpose -- This research contributes to literature on marketing communication by exploring the roles of depth of processing and the dispositional factor, need for cognition (NFC), on consumer perceptions of product placement. Design/methodology/approach -- A web-based experiment with a 2 (low versus high prominence) x2 (low versus high brand awareness) x2 (with versus without prior disclosure) between-subjects full factorial design was conducted. Findings -- The results indicate that prominent placements were found to elicit more extensive processing, which was negatively correlated with brand attitudes. A significant negative relationship between NFC and purchase intention towards a placed brand was also revealed. Practical implications -- The study offers managerial and policy implications for practitioners and educators. It is suggested that brand practitioners should avoid placing brands too prominently or in film genres which are cognitively demanding. The low NFC group appears to be more vulnerable to covert marketing. Therefore it is suggested that media educators target this group and plan effective media literacy programs to guard youngsters from surreptitious selling. Originality/value -- This is the first study to empirically examine the role of prominence, brand awareness and prior disclosure in the processing of product placement information and their influence on product placement effectiveness.

Item Type: Article
Uncontrolled keywords: product placement, depth of processing, need for cognition, prominence, brand awareness, prior disclosure, marketing communication
Subjects: H Social Sciences > HF Commerce
H Social Sciences > HF Commerce > HF5415 Marketing
Divisions: Faculties > Social Sciences > Kent Business School
Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Ben Lowe
Date Deposited: 30 Nov 2015 06:34 UTC
Last Modified: 04 Sep 2018 23:00 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/52521 (The current URI for this page, for reference purposes)
Lowe, Ben: https://orcid.org/0000-0002-5041-600X
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