school
Macau Periodical Index (澳門期刊論文索引)
- Author
- Wang, Di
- Title
- A study of factors affecting consumer memory and evaluation of brand placement in movies
- Journal Name
- 澳門科技大學學報
- Pub. Info
- Jun. 2015, Vol.9, No.1, pp. 21-29
- Link
- http://lib.must.edu.mo/sites/default/files/assets/images/Duu/must_journal_201501.pdf
- Keyword
- Brand placement；Movie genre；Modality
- Abstract
- Abstract : This study examined the factors affecting the recall rate of brand placements and the evaluation of brand placements in movies using an experiment. Two moderators of the effect of brand placement on brand recall were examined in this study, movie genre and the modality of brand placement. Findings showed that science fiction movies were superior than real life movies on the recall of placements produced better recall rate with aid than single mode brand placements, though no substantial recall differences were found between visual only and audio only placements. Contrary to our prediction, people who watched movies more frequently did not find brand placements more acceptable than those who watched movies less frequently. Paragraph Headings: 1. Introduction 2. Literature review 3. Method 3.1. Participants 3.2. Research design and procedure 4. Results 4.1. Attitude towards brand placements 5. Discussion Tables: 1. Brand placement modality in the movies 2. Attitude toward placement multi-item measures, mean and standard deviation Figures: 1. Recall rate of VO, AO and VA brand placements with aid in the movie The Wedding Planner and Maid in Manhattan