Abstract

Brand placements are a widely used advertising technique in entertainment media such as movies or TV shows. Yet, the presented brand placements do not always portray real brands. In media content like comedies, brand placements are occasionally spoof brands, which humorously mimic the real brand in their name and logo. Yet, how spoof brand placements might spill over to the referenced real brand and how viewers process spoof brand placements has never been tested. We recruited 200 participants between the ages of 16 to 66 to take part in an empirical examination. With a one-factorial experimental design (no brand references vs. real brand placement vs. spoof placement), we examined the effects of spoof placements on brand recall, activation of conceptual persuasion knowledge, and brand evaluation. We found that spoof brands significantly affect explicit brand memory of the referenced, real brand; however, they do not activate conceptual persuasion knowledge to the same extent as real brand placements do. We did not find an effect of our three conditions on brand evaluation of the real brand.

抽象的

品牌定位是娱乐媒体（例如电影或电视节目）中广泛使用的广告技术。但是，展示的品牌展示位置并不总是代表真实的品牌。在喜剧等媒体内容中，品牌展示位置有时是欺骗性品牌，它们在名称和徽标上幽默地模仿了真实的品牌。但是，欺骗性品牌展示位置如何可能会扩散到所引用的真实品牌以及观看者如何处理欺骗性品牌展示位置尚未经过测试。我们招募了200位年龄在16至66岁之间的参与者，参加了一次实证检验。通过单因素实验设计（无品牌参考，真实品牌放置与欺骗放置），我们研究了欺骗放置对品牌召回，激活概念说服知识和品牌评估的影响。我们发现欺骗性品牌会显着影响所引用的真实品牌的显式品牌记忆；但是，它们没有像真实品牌展示位置那样激活概念上的说服知识。我们没有发现这三个条件对真实品牌的品牌评价有影响。