Brand placement is a well-established marketing tactic that benefits both brands and media. However, due to financial, legal, or image reasons, brands may choose not to be associated with certain content. In such cases, the brand logo is removed, or “displaced” from the production either digitally or physically to adhere to copyright law, a practice we define as brand displacement. This research explores the psychological and brand consequences of brand displacement. Using multiple brands and content, we find brand displacement can positively or negatively impact the displaced brand, depending on consumers’ need for cognition. We show these divergent consequences are driven by displacement’s effects on consumer engagement in the viewing experience and follow an affect-transfer process. We find these consequences are moderated by brand familiarity and offer interventions for marketers to use displacement strategically. A preliminary EEG study, pilot with marketing managers, four primary, and multiple supplemental support our theorizing.

品牌定位是一种行之有效的营销策略，对品牌和媒体都有好处。但是，由于财务、法律或形象原因，品牌可能会选择不与某些内容相关联。在这种情况下，为了遵守版权法，品牌标识会以数字或物理方式从产品中删除或“置换”，我们将这种做法定义为品牌置换. 本研究探讨了品牌置换的心理和品牌后果。使用多个品牌和内容，我们发现品牌置换可以对被置换的品牌产生积极或消极的影响，这取决于消费者对认知的需求。我们表明，这些不同的后果是由位移对消费者参与观看体验的影响所驱动的，并遵循影响转移过程。我们发现这些后果受到品牌熟悉度的影响，并为营销人员提供干预措施以战略性地使用置换。初步脑电图研究、营销经理试点、四个主要和多个补充支持我们的理论。