Effects of television brand placement on brand image
Version of Record online: 4 APR 2007
© 2007 Wiley Periodicals, Inc.
Psychology & Marketing
Volume 24, Issue 5, pages 403–420, May 2007
How to Cite
van Reijmersdal, E. A., Neijens, P. C. and Smit, E. G. (2007), Effects of television brand placement on brand image. Psychol. Mark., 24: 403–420. doi: 10.1002/mar.20166
- Issue online: 4 APR 2007
- Version of Record online: 4 APR 2007
A survey as well as an experiment was conducted to study the effects of television brand placement on brand image. The studies showed that the integration of a brand into the editorial content of a program had a significant effect on brand image: As people watched more episodes, the brand image became more in agreement with the program image. These results confirm the applicability of learning and human associative memory theories to brand placement. Another important finding is that brand memory and brand image were not related. Thus, brand image became more positive regardless of viewers' memory of the brand placements, which implies that brand image was implicitly affected. This has important theoretical implications for the understanding of the working of brand placement. © 2007 Wiley Periodicals, Inc.