2022
DOI: 10.1080/10641734.2022.2066231
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Thematic Congruency in the Context of Brand Placements: Tests of Memory and Attitude Measures

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Cited by 2 publications
(3 citation statements)
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“…Findings show that such an effect is relevant for all the key metrics of advertising effectiveness, namely attention, memorization, pleasure, and arousal, quantified through neurophysiological assessment. Although previous studies found divergent results in terms of media context-advertising relation (Khouaja and Bouslama, 2011;Davtyan and Tashchian, 2022), findings reveal that a strong positive relationship occurs between the two, confirming the existence of a halo effect from the television content to the commercial. We thus support, through neurophysiological assessment, prior studies which hypothesize a spill-over effect from the media context to the advertisement that follows in the commercial break (Krugman, 1983;Frarice and Whaii Park, 1997;Moorman et al, 2012).…”
Section: Discussionmentioning
confidence: 62%
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“…Findings show that such an effect is relevant for all the key metrics of advertising effectiveness, namely attention, memorization, pleasure, and arousal, quantified through neurophysiological assessment. Although previous studies found divergent results in terms of media context-advertising relation (Khouaja and Bouslama, 2011;Davtyan and Tashchian, 2022), findings reveal that a strong positive relationship occurs between the two, confirming the existence of a halo effect from the television content to the commercial. We thus support, through neurophysiological assessment, prior studies which hypothesize a spill-over effect from the media context to the advertisement that follows in the commercial break (Krugman, 1983;Frarice and Whaii Park, 1997;Moorman et al, 2012).…”
Section: Discussionmentioning
confidence: 62%
“…In the context of social media communication, a congruency effect of advertising appeal and advertising channel on advertising effectiveness has been individuated (Zeng et al, 2022). Davtyan and Tashchian (2022) explored the effects of thematically congruent and incongruent brand placements, showing that while incongruent brand placements enhance consumers' brand memory, congruent placements generate positive brand attitudes, but both exert similar effects with a high frequency of brand placement repetition. Other studies investigated more experiential aspects, such as involvement with the media and mood states (Kwon et al, 2019).…”
Section: Halo Effect In Advertisingmentioning
confidence: 99%
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