AJIBM  Vol.9 No.3 , March 2019
The Effect of Drama Types and Brand Familiarity on Brand Attitude in Brand Placement
Recent years, with the popularity of the costume drama, brand placement began to appear in the costume drama, such as “” in drama “Fighter of the Destiny”, and “Unifon” in the drama “Princess Agents”. This phenomenon is very controversial while attracting eyeballs. The large amount of audience can bring exposure to the brand, but many views complain about its rigid, and reducing the brand attitude. Based on the above phenomena, this article builds up a theoretical model including drama types, brand familiarity and consumers’ attitude toward implanted brand. We validate it through two empirical studies, and the results show that, for high-familiar brands, placement into modern dramas will result in more active brand attitudes than places into costume dramas; for low-familiar brands, there is no significant difference between the two. The research results enrich the existing theories of advertising implants. Besides, it also provides references for the exposure of brands in different brand cycles in television programs, in order to obtain the best publicity and economic benefits.
Cite this paper: Liu, Z. , Pan, D. and Xu, Y. (2019) The Effect of Drama Types and Brand Familiarity on Brand Attitude in Brand Placement. American Journal of Industrial and Business Management, 9, 491-502. doi: 10.4236/ajibm.2019.93033.

[1]   Ginosar, A. and Faur, D.L. (2010) Regulating Product Placement in the European Union and Canada: Explaining Regime Change and Diversity. Journal of Comparative Policy Analysis Research & Practice, 12, 467-490.

[2]   Van Reijmersdal, E., Smit, E. and Neijens, P. (2010) How Media Factors Affect Audience Responses to Brand Placement. International Journal of Advertising, 29, 279-301.

[3]   Winkielman, P., Schwarz, N., Fazendeiro, T., et al. (2003) The Hedonic Marking of Processing Fluency: Implications for Evaluative Judgment. In: Musch, J. and Klauer, K.C., Eds., The Psychology of Evaluation: Affective Processes in Cognition and Emotion, Psychology Press, Hove, 189-217.

[4]   Schwarz, N. (2004) Metacognitive Experiences in Consumer Judgment and Decision Making. Journal of Consumer Psychology, 14, 332-348.

[5]   Lafferty, B.A. (2009) Selecting the Right Cause Partners for the Right Reasons: The Role of Importance and Fit in Cause-Brand Alliances. Psychology & Marketing, 26, 359-382.

[6]   Dens, N. and De Pelsmacker, P. (2010) Advertising for Extensions: Moderating Effects of Extension Type, Advertising Strategy, and Product Category Involvement on Extension Evaluation. Marketing Letters, 21, 175-189.

[7]   Mau, G., Silberer, G. and Constien, C. (2008) Communicating Brands Playfully: Effects of In-Game Advertising for Familiar and Unfamiliar Brands. International Journal of Advertising, 27, 827-851.

[8]   Janiszewski, C. (2001) Effects of Brand Logo Complexity, Repetition, and Spacing on Processing Fluency and Judgment. Journal of Consumer Research, 28, 18-32.

[9]   Evans, N.J. and Park, D. (2015) Rethinking the Persuasion Knowledge Model: Schematic Antecedents and Associative Outcomes of Persuasion Knowledge Activation for Covert Advertising. Journal of Current Issues & Research in Advertising, 36, 157-176.

[10]   Verhellen, Y., Dens, N. and Pelsmacker, P.D. (2016) Do I Know You? How Brand Familiarity and Perceived Fit Affect Consumers’ Attitudes towards Brands Placed in Movies. Marketing Letters, 27, 1-11.

[11]   Matthes, J., Schemer, C. and Wirth, W. (2007) More than Meets the Eye: Investigating the Hidden Impact of Brand Placements in Television Magazines. International Journal of Advertising, 26, 477-503.

[12]   Huang, G. (2016) Moderating Role of Brand Familiarity in Cross-Media Effects: An Information Processing Perspective. Journal of Promotion Management, 22, 665-683.

[13]   Fransen, M.L., Verlegh, P.W.J., Kirmani, A., et al. (2015) A Typology of Consumer Strategies for Resisting Advertising, and a Review of Mechanisms for Countering Them. International Journal of Advertising, 34, 6-16.

[14]   Campbell, M.C. and Keller, K.L. (2003) Brand Familiarity and Advertising Repetition Effects. Journal of Consumer Research, 30, 292-304.

[15]   Keller, K.L. (1993) Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. The Journal of Marketing, 57, 1-22.

[16]   MacKenzie, S.B. and Spreng, R.A. (1992) How Does Motivation Moderate the Impact of Central and Peripheral Processing on Brand Attitudes and Intentions? Journal of Consumer Research, 18, 519-529.

[17]   Hayes, A.F. (2013) Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-Based Approach. Journal of Educational Measurement, 51, 335-337.