Brand placement: Het effect van programmacontext op merkherkenning, merkattitude en gedrag

This study investigates the role of program characteristics in brand placement effects. The
impact of genre, program attitude and informational value of a program were examined in a
real life setting. A survey among more than 1100 viewers of four different television programs shows that these program characteristics have a positive effect on brand placement reactions. Brands that were placed in highly appreciated programs, in special interest programs, or in programs with high informational value were better recognized, led to more positive brand attitudes, and more brand behaviour. These results support theories on ‘spill over’ of context appreciation and on media uses and gratifications. This study is the first to show the importance of context factors in audience responses
to brand placement and, therefore has some important theoretical implications: brand placement effects on audiences can only be understood, predicted, or researched when the context is taken into account.