品牌资产和电影喜好如何克服误导性品牌植入对品牌态度的影响

IF 0.4 Q4 MANAGEMENT
A. Afiff, Westi Noria Furi, Denyza Wahyuadi Mertoprawiro
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引用次数: 2

摘要

本研究的出发点是被称为误导性品牌植入的现象,在这种情况下,电影中的品牌植入在品牌还不存在的时候描绘了品牌,给品牌提供了一个更老的时代。由于在品牌植入中使用的品牌是一个具有高品牌资产的品牌,因此年龄较大和高品牌资产的组合可能会给品牌更高的评价。为了验证这些怀疑,我们进行了三个实验来观察消费者对误导性品牌植入、品牌资产和电影喜好的了解对品牌态度的影响。结果表明,当消费者不知道误导性品牌植入时,他们不受误导性品牌植入的影响;但当他们知道误导性的品牌植入时,当品牌资产较高时,品牌态度往往仍然较高;最后,当品牌资产较高时,积极的电影喜好可以进一步增强品牌资产,减少误导性品牌植入的负面影响。正常0 false false false IN X-NONE X-NONE /* Style Definitions */表。mso-style-name:"Table Normal";mso-tstyle-rowband-size: 0;mso-tstyle-colband-size: 0;mso-style-noshow:是的;mso-style-priority: 99;mso-style-qformat:是的;mso-style-parent:“”;Mso-padding-alt:0cm 5.4pt;mso-para-margin: 0厘米;mso-para-margin-bottom: .0001pt;mso-pagination: widow-orphan;字体大小:11.0分;字体类型:“威尔士”、“衬”;mso-ascii-font-family:威尔士;mso-ascii-theme-font: minor-latin;mso-hansi-font-family:威尔士;mso-hansi-theme-font: minor-latin;}
本文章由计算机程序翻译,如有差异,请以英文原文为准。
How Brand Equity and Movieliking can Override Impact of Misleading Brand Placement toward Brand Attitudes
The starting point of this study is the phenomenon termed misleading brand placement, a condition found where the brand placement in a movie depict the brand in a time where the brand has not yet exist, providing the brand an older age. As the brand used in the brand placement is a brand with high brand equity, the combination of older age and high brand equity is suspected to give a higher evaluation of the brand. To test these suspicions, three experiments were conducted to see the influence of consumer knowledge of the misleading brand placement, brand equity and movie liking toward the brand attitude. The results show that when consumers do not have knowledge of the misleading brand placement they are not affected by misleading brand placement; but when they know of the misleading brand placement, brand attitude tend to be still be high when brand equity is high; and finally, when brand equity is high, a positive movie liking can further strengthen brand equity in reducing the negative effect of the misleading brand placement. Normal 0 false false false IN X-NONE X-NONE /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0cm 5.4pt 0cm 5.4pt; mso-para-margin:0cm; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Cambria","serif"; mso-ascii-font-family:Cambria; mso-ascii-theme-font:minor-latin; mso-hansi-font-family:Cambria; mso-hansi-theme-font:minor-latin;}
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