The effectiveness of brand placements: A meta-analytic synthesis

Babin, Barry J.; Herrmann, Jean-Luc; Kacha, Mathieu; Babin, Laurie A.

doi:10.1016/j.ijresmar.2021.01.003

Cited by 48 publications

(61 citation statements)

References 74 publications

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“…To evaluate possible sources of nonresponse bias, the extrapolation procedure, based on a comparison of the study's main variables between early (first e-mailing) and late (second e-mailing) respondents, was undertaken (Babin, 2018). This comparison found no significant differences, suggesting that nonresponse bias was unlikely to be a problem.…”

Section: Methodsmentioning

confidence: 99%

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Applying pricing research in B2B financial service industries

Indounas

2022

IJBM

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PurposeThe purpose of this research paper is to investigate the extent to which companies that operate in business-to-business (B2B) financial service markets adopt any form of pricing research along with the different pricing objectives that they pursue in comparison with companies that do not adopt such kind of research.Design/methodology/approachTo achieve the research objectives, data were collected from 143 companies operating in three different B2B financial service industries.FindingsThe findings of the study indicate that companies that adopt any form of pricing research are mainly based on historical sales data and personal in-depth interviews. Moreover, they focus more on both company and market related pricing objectives than those companies that do not adopt such pricing research methods when setting their prices.Practical implicationsThe above findings indicate that the managers responsible for setting prices within their firms might have to gain a lot by adopting a research orientation when setting their prices, since such orientation may lead them to a more holistic approach regarding pricing decision-making by focusing on both company and market related issues.Originality/valueGiven the lack of similar studies in the existing B2B financial services literature, the value of the paper is that it represents one of the first attempts to empirically examine this issue.

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Section: Methodsmentioning

confidence: 99%

“…In doing so, they were based on the marketing research methods that have been described within the broader marketing research literature (e.g. Babin, 2018; Burns et al. , 2016).…”

Section: Theoretical Background and Research Hypothesesmentioning

confidence: 99%

Applying pricing research in B2B financial service industries

Indounas

2022

IJBM

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“…Embedded marketing is a careful delivery of information blended with entertainment and not acknowledged as an advertisement (Russell and Belch, 2005;Williams et al, 2011). Embedded marketing affects consumers' brand attitudes, which plays a vital role in influencing choice and purchase intention (Babin et al, 2021). Consequently, Advertisers are investing in this rapidly growing online advertising platform (Ang, 2011).…”

Section: Introductionmentioning

confidence: 99%

“…Embedded marketing improves brand image when the content creator shares his personal experience with the brand through stories (Pace, 2008). Embedded marketing can influence consumer responses such as brand awareness, purchase intention (Uribe, 2016), attention (Rumpf et al, 2020), and choice (Babin et al, 2021). While acknowledging the benefits of embedded marketing on consumer responses, researchers have called for further research on embedded marketing's effect on consumer behavior (Uribe, 2016;Rumpf et al, 2020;Babin et al, 2021).…”

Section: Introductionmentioning

confidence: 99%

Effect of Timing Sequence of Brand Promotion in an Online Video-an Eye-Tracking Study

Gahlot¹,

Thapa²,

Suryavanshi³

et al. 2023

Journal of Computer Science

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Embedded marketing in online videos has become a popular form of advertising. This study aims to examine the impact of visual attention due to different sequences of product placement by content creators in their videos on brand name, product name, and brand awareness. An experimental study was conducted to investigate the effect on the viewer's attention while viewing a video based on the placement of the brand at the beginning, in the middle, and towards the end of the video. The study used an eye-tracking experiment, where fixation count and fixation duration represented visual attention and engagement, which were triangulated with a questionnaire survey. The study found a partially significant difference in visual attention due to different sequences of product promotion by the content creator, but an insignificant impact on brand awareness. The findings suggest that product placement at the beginning of the video drew more attention to the brand name and product name than the other two sequences. In particular, the frequency of attention was highest on product placement at the beginning of the video, followed by at the end of the video and in the middle of the video, respectively. Additionally, the heat map showed that the product name and brand name received the most attention among other elements. However, the three different sequences of product placement did not impact the brand awareness of the consumer. The results of this study provide new insights for content creators and advertisers when creating videos with embedded brand promotions. This study explores the impact of different sequences of product placement in a video using eye-tracking technology, allowing us to understand the subconscious behavior of the viewer and how it may impact their buying decision. This experiment will help embedded marketers understand the impact of the sequence of promoting a product/brand in a video on engagement levels, providing a glimpse into the respondent's subconscious mind.

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“…The monster also felt more satisfied and made a loud pleasing sound (“Mmmmm”) when it ate the cereal in comparison to a moderate sound (“mmm”) in the case of fruit. This form of gamification can be distinguished from IGA that closely resembles traditional product placement (see Babin et al, 2021 for a meta‐analytic investigation on how product placement works) and embeds brand elements such as brand names and logos in the form of billboards, posters, and banners in existing digital games (Terlutter & Capella, 2013). The predominant purpose of these games is to entertain players and not promote any singular brand (Nelson & Waiguny, 2012; Wang & Chou, 2019; Whittaker et al, 2021).…”

Section: Introductionmentioning

confidence: 99%

Brands in a game or a game for brands? Comparing the persuasive effectiveness of in‐game advertising and advergames

Ghosh

Sreejesh

Dwivedi

2022

Psychology and Marketing

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Although a rich body of knowledge exists in the domain of gamification of advertising, no research emphasis has been given to compare the persuasive effects of two well-known gamification formats-in-game advertising and advergame. Also, we do not know much about their comparative effects on child and adult gamers. The present research fills these gaps by conducting three experiments in which we examine the effects of gamification format (advergame vs. in-game advertising) and age of consumers (children vs. adults) on attitude toward fictitious and real brands (Studies 1 and 2) and purchase intention of fictitious brands (Study 3). The findings reveal that children have more favorable attitude and purchase intention when the brand is advertised in an advergame than in an in-game advertising format, while adults demonstrate higher brand attitude and purchase intention in the latter as compared to the former gamification format. Also, brand familiarity differentially moderates the relationship between gamification format, age, and brand attitude (Study 2). Finally, consumers' engagement in the game positively mediates the relationship between the independent variables and purchase intention (Study 3). Our research contributes to academia by advancing the literature on gamification of advertising through a granular evaluation of persuasive efficacy of IGA and advergame played by adults and children. It also informs managers to effectively persuade consumers of different age groups by the usage of the right gamification format.

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The effectiveness of brand placements: A meta-analytic synthesis

Cited by 48 publications

References 74 publications

Applying pricing research in B2B financial service industries

Applying pricing research in B2B financial service industries

Effect of Timing Sequence of Brand Promotion in an Online Video-an Eye-Tracking Study

Brands in a game or a game for brands? Comparing the persuasive effectiveness of in‐game advertising and advergames

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