Distinguishing Implicit from Explicit Brand Attitudes in Brand Placement Research

摘要: Brand placement is a popular topic, both in business and academia. Brands are placed wide-ranging array of media, including television programs, movies, radio shows, magazines, games, music videos, websites. Expenditures on brand still growing (PQ Media, 2013), as well the number scientific studies effects placements (for reviews see Balusubramanian, Karrh, & Patwardhan, 2006; Van Reijmersdal, Neijens, Smit, 2009). These have contributed to knowledge about explicit (deliberative, conscious, or intentional) effects, but little known whether how affect consumers’ implicit (associative, unconscious, automatic) responses toward brand.