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Cited by 173

The DOI matches its Crossref record; 4 of the 4 references it cites were found in a registry or an index.

Effects of television brand placement on brand image

van Reijmersdal, Eva A., Neijens, Peter C., Smit, Edith G.·2007·Psychology & Marketing
DOI 10.1002/mar.20166
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Abstract

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.

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Crossref · 10.1002/mar.20166

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Metadata

Authors
van Reijmersdal, E. A., Neijens, P. C., & Smit, E. G.
Venue
Psychology & Marketing
Publisher
Wiley
Published
2007-04-04
Volume
24
Issue
5
Pages
403-420
ISSN
  • 0742-6046 (ISSN-L)
  • 1520-6793
DOI
10.1002/mar.20166
OpenAlex
W2006180854
Cited by
173
References
4
FWCI
31.90
Type
journal article
Language
en
Open access
closed

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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.

Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).

Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.