How reading in a foreign versus native language moderates the impact of repetition-induced brand placement prominence on placement responses

Abstract

How reading in a foreign vs. native language moderates the impact of repetition-induced brand placement prominence on placement responses

It is just a spoof: spoof placements and their impact on conceptual persuasion knowledge, brand memory, and brand evaluation

“…In addition, we found no effect of the activation of conceptual persuasion knowledge and brand evaluation. Raising persuasion knowledge through real brand presentations does not mean the presented brand is assessed more negatively (Avramova, De Pelsmacker, and Dens 2018;Wei, Fischer, and Main 2008). Thus, while the real brand placement was recognized as advertising on a conceptual level, this did not lead to a decrease in the brand evaluation.…”

“…We would suggest that additionally including a measure of affective persuasion knowledge or affective reactance could be an interesting avenue for future research on spoofs (for examples of affective measures, see Avramova, De Pelsmacker, and Dens 2018;Boerman, Van Reijmersdal, and Neijens 2014;van Reijmersdal et al 2016). Particularly in view of the fact that spoofs are often parodies and are used in humorous ways, it would be interesting to investigate the level of affective reaction or the entertainment value of these placements to gain better insights into the processing of spoof presentations (Strick et al 2012).…”

The processing of native advertising compared to banner advertising: an eye-tracking experiment

“…Visual attention can be an important antecedent to the activation of persuasion knowledge (Boerman, van Reijmersdal, and Neijens, 2015). In line with recent research in the context of brand placement, we explicitly distinguish between conceptual persuasion knowledge (i.e., the recognition of the commercial intent of an advertising message) and critical processing (i.e., the negative response that might result from it) [19,11]. Moreover, we explicitly test the effect of conceptual persuasion knowledge on critical processing.…”

“…By combining eye-tracking and measuring consumer responses, we are able to show how advertising format and, consequently, visual attention affect the processing of advertising (through conceptual persuasion knowledge and critical processing) on social media. Furthermore, we build upon the persuasion knowledge model and provide further evidence on the separate effects of conceptual persuasion knowledge and critical processing [19]. As a result, we provide researchers and practitioners with an understanding of whether and when attracting attention in social networking sites ultimately results in positive or negative brand effects.…”

Journal of Brand Management: year end review 2018

“…The power of experiential marketing: exploring the causal relationships among multisensory marketing, brand experience, customer perceived value and brand strength (Wiedmann et al 2018) How reading in a foreign versus native language moderates the impact of repetition-induced brand placement prominence on placement responses (Avramova et al 2018) Modeling brand immunity: the moderating role of generational cohort membership (Saju et al 2018) Power relations within brand management: the challenge of social media (Leitch and Merlot 2018) The boundaries for ad creativity: effects of type of divergence and brand processing and responses (Chen and Smith 2018) Brands using historical references: a consumers' perspective (Pecot and De Barnier 2018) Using time in branding: reflections and orientations in an increasingly competitive world (Davies 2018) Antecedents and consequences of participation in brand communities: a literature review (Hook et al 2018) Explaining brand switching behavior using pull-pushmooring theory and the theory of reasoned action (Kordi Ghasrodashti 2018)…”