Product placement disclosures: Exploring the moderating effect of placement frequency on brand responses via persuasion knowledge
- Author(s)
- Jörg Matthes, Brigitte Naderer
- Abstract
The aim of this study was to investigate whether or not the effects of brand-unspecific product placement disclosures in a popular music video were moderated by product placement frequency. An experimental study exposed participants to the video clip 'Telephone' by Lady Gaga; the product placement frequency of the brand Polaroid (zero, moderate, high) and the presence of placement disclosures were varied experimentally. The results demonstrated that placement disclosures lead to an increase in brand memory for moderately frequently and frequently depicted placements. Disclosures also activate persuasion knowledge independent of placement frequency. However, persuasion knowledge did not lead to more negative brand attitudes. The paper concludes with the implications for researchers and marketers.
- Organisation(s)
- Department of Communication
- Journal
- International Journal of Advertising
- Volume
- 35
- Pages
- 185-199
- No. of pages
- 15
- ISSN
- 0265-0487
- DOI
- https://doi.org/10.1080/02650487.2015.1071947
- Publication date
- 2016
- Peer reviewed
- Yes
- Austrian Fields of Science 2012
- 508007 Communication science
- Keywords
- ASJC Scopus subject areas
- Communication, Marketing
- Portal url
- https://ucrisportal.univie.ac.at/en/publications/product-placement-disclosures-exploring-the-moderating-effect-of-placement-frequency-on-brand-responses-via-persuasion-knowledge(9c6f2c6c-ddf7-42a6-ab94-f4587ea39411).html