Do I know you? How brand familiarity and perceived fit affect consumers’ attitudes towards brands placed in movies

Verhellen, Yann; Dens, Nathalie; Pelsmacker, Patrick De

doi:10.1007/s11002-015-9347-0

Cited by 36 publications

(33 citation statements)

References 20 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…According to Aaker and Keller (1990), perceived fit is one of the most significant factors for brand extension success, along with perceived quality. Replications of Aaker and Keller's (1990) work converge in showing that perceived fit drives the success of a brand extension (see Albrecht, Backhaus, Gurzki, & Woisetschläger, 2013;Bottomley & Doyle, 1996;Bottomley & Holden, 2001;Verhellen, Dens, & De Pelsmacker, 2016). Thus, any brand extension study should include this important concept.…”

Section: Brand Extension Model Development and Hypothesesmentioning

confidence: 98%

Understanding cross‐product purchase intention in an IT brand extension context

Guo

Zhu

Barnes

et al. 2018

Psychology and Marketing

View full text Add to dashboard Cite

This study investigates why some customers of a brand tend to purchase IT products launched by the same brand in a different category, but others do not. Combining insights from marketing and information systems research, this study develops an integrative model of cross‐category purchases of IT products in a brand extension context. This research extends the information system (IS) continuance model by integrating brand extension factors such as perceived fit into the new model. The proposed model is empirically tested using data collected from 342 Xiaomi customers. The results show that in addition to post‐acceptance usefulness perceptions and brand satisfaction, the perceived service quality and perceived fit of the initial purchase also have strong effects on consumers’ continuance purchase intentions toward a brand extension product. Hedonic and utilitarian expectancy mediate the relationship between consumers’ post‐consumption views of the initial purchase and their intention of the subsequent purchase of a different product under the same brand.

show abstract

Section: Brand Extension Model Development and Hypothesesmentioning

confidence: 98%

Understanding cross‐product purchase intention in an IT brand extension context

Guo

Zhu

Barnes

et al. 2018

Psychology and Marketing

View full text Add to dashboard Cite

show abstract

“…Brand familiarity enables consumers to engage in message or information processing within a short period (Martin and Strong, 2016). In addition, brand familiarity retains knowledge about a brand in the consumers' memory where BR spontaneously occurs (Verhellen et al, 2016). Consumers' brand experience is also defined through brand familiarity, which consumers achieve by prior experience and exposure from the brand (Eisend and Stokburger-Sauer, 2013).…”

Section: Conceptualising the Dimensions Of Online Fashion Brand Recogmentioning

confidence: 99%

Conceptualising online fashion brand recognition: scale development and validation

Rahman

Hossain

Rushan

et al. 2020

SJME

View full text Add to dashboard Cite

Purpose This study aims to develop and validate a scale for measuring online fashion brand recognition (OFBR). Design/methodology/approach Given the existing literature on brand, multiple stages of studies were conducted as a part of the scale development process. The OFBR scale was validated by a step-by-step process following the scale validation methodology suggested in the specialised literature. Findings The results demonstrate the 25 items of five unique factors that form the OFBR construct and confirm the strong validity of the construct. This finding suggests that the five-dimensional approach (online brand familiarity, online visual simplicity, online aesthetic attraction, online brand emotion and online social reputation) plays important role to form OFBR. Practical implications A valid and reliable OFBR scale provides a foundation for broadening the understanding on the important constructs that form OFBR, which is essential for online fashion retailing. Knowledge of the crucial antecedents that influence consumers towards online fashion products can enhance marketers’ capability to position their brands towards their target markets. Originality/value The relevance of this study lies in validating the scale for measuring OFBR for the first time in the literature on online fashion brand.

show abstract

“…This leads to verbal placements being processed more deeply than visual placements (Balasubramanian et al 2006;Gupta and Lord 1998;Russell 2002). Beyond modality, placement prominence may be further heightened by plot connection, location on screen, repetition, shortterm proximity to television advertising, and placement duration (e.g., Balasubramanian et al 2006;Bressoud et al 2010;Gupta and Lord 1998;Homer 2009;Karniouchina et al 2011;Law and Braun 2000;Russell 2002;Verhellen et al 2016).…”

Section: Product Placement's Impact On Consumersmentioning

confidence: 99%

Measuring the Impact of Product Placement with Brand-Related Social Media Conversations and Website Traffic

Fossen

Schweidel

2019

Marketing Science

View full text Add to dashboard Cite

Advertisers are growing increasingly concerned about the ease with which traditional television advertising can be avoided. Product placement activities, where brands are visually and/or verbally incorporated into television and movies, have continued to grow. In contrast to television commercials that can be avoided by viewers, product placement is embedded in the programming itself and is more difficult to avoid. Despite its popularity, there is limited research in marketing that has investigated the impact of product placement. In this research, the authors investigate the relationship between product placement in television programs and the volume of social media activity and website traffic for the featured brand. Using data on nearly 3,000 product placements for 99 brands from the fall 2015 television season, the authors find that prominent product placement activities-especially verbal placements-are associated with increases in both online conversations and web traffic for the brand, with some evidence of decreasing returns at high levels of prominence. The authors also find that, for most placement modalities, television advertising occurring in close proximity to placement activities does not enhance these increases in online viewer engagement.

show abstract

Do I know you? How brand familiarity and perceived fit affect consumers’ attitudes towards brands placed in movies

Cited by 36 publications

References 20 publications

Understanding cross‐product purchase intention in an IT brand extension context

Understanding cross‐product purchase intention in an IT brand extension context

Conceptualising online fashion brand recognition: scale development and validation

Measuring the Impact of Product Placement with Brand-Related Social Media Conversations and Website Traffic

Contact Info

Product

Resources

About