Abstract

The role of thematic congruency has been extensively researched in traditional advertising formats. However, despite these efforts, little is known about the impact of thematic congruency on the effectiveness of brand placements. The current research reports findings of two experiments designed to compare memory and attitudinal effects of thematically congruent and incongruent brand placements. The results show that while incongruent brand placements can better enhance consumers’ brand memory, congruent placements are more conducive to creating positive brand attitudes. However, the frequency of brand placement repetition moderates these relationships in an unexpected manner. Specifically, at high level of repetitions, incongruent brand placements can have similar effects on brand attitudes as congruent brand placements. The article concludes with a discussion of the theoretical and managerial implications of these findings.

摘要

主题一致性的作用已在传统广告形式中得到广泛研究。然而，尽管做出了这些努力，但人们对主题一致性对品牌植入效果的影响知之甚少。目前的研究报告了两个实验的结果，这些实验旨在比较主题一致和不一致的品牌展示位置的记忆和态度影响。结果表明，虽然不一致的品牌展示位置可以更好地增强消费者的品牌记忆，但一致的展示位置更有利于营造积极的品牌态度。然而，品牌放置重复的频率以一种意想不到的方式缓和了这些关系。具体来说，在高重复率下，不一致的品牌展示位置对品牌态度的影响与一致的品牌展示位置相似。