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“Effects of congruence between brand and film image in brand placements on brand recall and attitudes”

Groenveld, Yvonne (2012) “Effects of congruence between brand and film image in brand placements on brand recall and attitudes”.

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Abstract:The effects brand placements (i.e. advertisements of brands placed in a film or television show) have on memory, attitudes and behavior are still for a large part unknown. Therefore, in this study an attempt is made to uncover the effects brand placements have on these three variables. It is thought that when perception of a brand is utterly different from perception of the film it is placed in, this has effects on memory, attitudes and behavior. After conducting two experiments it is found that the way brand and film are perceived by consumers actually does have an effect on memory and attitudes. Specifically, in this study it is shown that congruence (i.e. film and brand are perceived in the same way) accounts for more recall, more positive evaluations, and more feminine associations than incongruent placements.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Psychology MSc (66604)
Link to this item:http://purl.utwente.nl/essays/61621
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