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- W4220735727 abstract "Purpose This study aims to compare and contrast the effectiveness of single- and dual-product repetition strategies in the brand placement context. The study also aims to explore the number of repetitions needed for achieving maximum impact on brand memory (i.e. recall and recognition) and brand attitudes. Design/methodology/approach The proposed hypotheses and research questions were tested using a quasi-experimental approach. Participants watched a block of eight videos containing four different levels comprising one, three, five and seven repetitions of products belonging to the same umbrella brand. Subsequently, participants completed a questionnaire designed to measure brand memory and brand attitudes. Findings Results indicate that dual-product brand placements could elicit higher levels of brand recall than that of single-product brand placements at moderate and high levels of repetition (i.e. five and seven). Moreover, at a high level of repetition (i.e. seven repetitions), the brand attitudes of consumers exposed to dual-product brand placements are significantly higher when product categories are dissimilar. Originality/value Consumers are increasingly exposed to multiple products of the same umbrella brands when watching various video content. However, prior research has not examined the effects of brand placement repetition in the umbrella branding context. This study is the first attempt at combining research streams on umbrella branding and brand placements and comparing the effects of repetitive exposure to single- and dual-product brand placements on consumers’ memory and brand attitudes." @default.
- W4220735727 created "2022-04-03" @default.
- W4220735727 creator A5045509922 @default.
- W4220735727 creator A5056658226 @default.
- W4220735727 date "2022-03-14" @default.
- W4220735727 modified "2023-09-27" @default.
- W4220735727 title "Exploring the impact of brand placement repetition on the effectiveness of umbrella branding" @default.
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- W4220735727 doi "https://doi.org/10.1108/jpbm-02-2021-3381" @default.
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