Effects of TV brand placement on brand image

By E. V. van Reijmersdal, Peter C. Neijens, Edith G. Smit. 2007

121 citations recorded by the source corpus.

Subfields: Literature and Literary Theory, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/c739f243911b36cb72695c4159af6caf97af0184

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Literature and Literary Theory

1. E. V. van Reijmersdal
2. Moniek Buijzen
3. Peter C. Neijens
4. L. Owen
5. Edith G. Smit
6. Karolina Tutaj
7. Bartosz W. Wojdynski
8. Sophie C. Boerman

In Marketing

1. E. V. van Reijmersdal
2. Edith G. Smit
3. Peter C. Neijens
4. Moniek Buijzen
5. L. Owen
6. Karolina Tutaj
7. Bartosz W. Wojdynski
8. T. Cornwell

In Sociology and Political Science

1. E. V. van Reijmersdal
2. Moniek Buijzen
3. Peter C. Neijens
4. L. Owen
5. Edith G. Smit
6. Karolina Tutaj
7. Bartosz W. Wojdynski
8. T. Cornwell

Citations in the corpus

• Effects of online advertising format and persuasion knowledge on audience reactions (2012, background): “One alternative to banner advertising is the integration of commercial content into editorial content, which is widely known as brand or product placement (Van Reijmersdal, Neijens, and Smit 2007), or also referred to as sponsored content.”
• Introducing the PCMC Model: An Investigative Framework for Young People's Processing of Commercialized Media Content (2010, methodology): “…that subtle brand placements do not affect explicit recall of the brand, yet do affect implicit measures, such as implicit brand recognition, attitude, and choice (Auty & Lewis, 2004; Law & Braun, 2000; McCarty, 2004; Van Reijmersdal et al., 2007; Yang, Roskos-Ewoldsen, Dinu, & Arpan, 2006).”
• How media factors affect audience responses to brand placement (2010, methodology): “…et al. 2002; Moorman et al. 2002; Cho 2003; Norris et al. 2003) and brand placement studies (Weaver & Oliver 2000; Nelson et al. 2006; Van Reijmersdal et al. 2007) showing that perceptions of the context in movies, games and television programmes affected recognition and brand…”
• Today’s practice of brand placement and the industry behind it (2009, background): “Brand placement not only diminishes this ‘problem’ of consumers avoiding commercials, but can also add favourable associations to brands and improve brand image (Wenner 2004; Van reijmersdal et al. 2007).”
• Good guy vs. bad guy: the influence of parasocial interactions with media characters on brand placement effects (2015, unknown): “…of brand placements associated with media characters on brand attitudes were investigated and previous studies found no interacting influence of age, level of education or gender regarding this process (e.g., van Reijmersdal, Neijens, and Smit 2007), the sample can be regarded as appropriate.”
• Celebrity endorsement, brand credibility and brand equity (2011, background): “One study on the effect of brand placements on brand image found that brand placement affected brand image only when participants were exposed to a brand placement two or more times ( Van Reijmersdal et al. , 2007”