This research shows that a single auditory exposure to fictitious brand names may create the impression, one day later, that these brand names actually exist. It appears that the judgment that the brands are known is based on brand familiarity coupled with a failure to remember the exposure context. This demonstration, inspired by the false fame effect, is interpreted as the product of an implicit memory process. The result implies that measurement of explicit memory of an ad or other marketing communication may misrepresent (in this case, understate) the influence of that communication. However, the effect was obtained only when attention to the fictitious brand names was deliberate (as opposed to incidental). This suggests that there are lower attentional limits to the influence of one exposure to a brand name on creating familiarity without memory of the exposure context. © 1999 John Wiley & Sons, Inc.

Know the name, forget the exposure: Brand familiarity versus memory of exposure context

This article provides a comprehensive and systematic review of the product placement literature in order to map the thematic development of product placement research, help researchers understand t...

Product Placement in Mass Media: A Review and Bibliometric Analysis

Branding in the time of virtual reality: Are virtual store brand perceptions real?

With the aim of enhancing their online reputation, several hospitality businesses have started soliciting their guests to write online reviews. Available studies have not yet evaluated the effects of this strategy. To fill this knowledge gap, this study draws on the theory of psychological reactance and investigates guests’ attitudinal and behavioral reactions to received solicitations. Evidence collected from a sample of Italian travelers indicates that soliciting reviews has both benefits and drawbacks: It increases the number of reviews for the business, but it also irritates a significant share of guests. Particularly high levels of irritation arise when a business explicitly asks its guests to write positive reviews. The implications of these findings for the reputation management strategy of hospitality businesses are discussed.

"Please write a (great) online review for my hotel!" Guests’ reactions to solicited reviews

Nowadays, product placements are commonly presented on mobile social media but related studies are rare. The main purpose of the study is to investigate the effects of content likeability, content credibility, and social media engagement on users’ acceptance of product placement in mobile social networks. The results of the online survey indicate that content likeability is an antecedent of social media engagement and content credibility; social media engagement has an influence on content credibility; and content likeability, content credibility, and social media engagement both directly affect user acceptance of product placement in mobile social networks. Furthermore, social media engagement has an interaction effect with content likeability on the content credibility of mobile social networks. The results of the multi-group analysis indicate that young adults show differences with middle-aged adults in the direct effect of content likeability on social media engagement and in the interaction effect of content credibility and social media engagement on the acceptance of product placement in mobile social networks. The implications for practitioners are discussed on the basis of the empirical findings.

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The Effects of Content Likeability, Content Credibility, and Social Media Engagement on Users’ Acceptance of Product Placement in Mobile Social Networks

Purpose – This paper aims to contribute to the marketing literature and practice by examining the effect of product placements on the host brand. The declining effectiveness of traditional advertising has prompted increasing interest in strategies for placing products in media programming. Most existing research adopt the perspective of the brands embedded in media products, with limited attention to the impact that product placement has on the media product that serves as a host brand for the embedded brands. The authors investigate this effect in the context of motion pictures and develop a theory-driven conceptual model. Design/methodology/approach – The authors test their hypotheses with two experiments in which randomly assigned participants view one of seven versions of a custom-made, seven-minute short film that differ in their level of placement prominence. Findings – The results from a mediation analysis indicate that, after controlling for audiences’ general attitudes toward the embedded brand, ...

/pdf/when-james-bond-shows-off-his-omega-does-product-placement-4b0eehihbk.pdf

When James Bond shows off his Omega: does product placement affect its media host?

We present an approach of developing XR teaching applications by implementing open spaces as a hub for the photonics community and developers interested in XR technologies and give a first evaluation of technologies and platforms.

Utilizing open spaces for community-driven development of XR teaching applications in photonics

Wenn Daniel Craig als Geheimagent 007 nach einem Kampf mit einem Schurken genusslich ein Heineken trinkt, Tom Hanks das gesamte Kaffeeangebot von Starbucks aufzahlt und dabei seine Traumfrau verfehlt oder Heidi Klum mit Deutschlands kunftigem Topmodel im Opel ADAM durch Los Angeles fahrt, dann stost der Zuschauer auf eine ganz besondere Kooperation zweier Marken in seinem Unterhaltungsangebot. Die Wirkung von „Celebrities“, d. h. bekannten Personlichkeiten im Zusammenhang mit Product Placement in Medienprodukten wie Filmen oder TV-Serien steht im Mittelpunkt des vorliegenden Beitrags.

Sabine Best

Papers

When James Bond shows off his Omega: does product placement affect its media host?

Utilizing open spaces for community-driven development of XR teaching applications in photonics

Prominente als Multiplikatoren programmintegrierter Markenkommunikation