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| Author: | Brennan, I. |
| Title: | Brand placement in novels: A test of the generation effect |
| Journal: | International Journal of Advertising
2008 : VOL. 27:4, p. 495-509 |
| Index terms: | literature advertising brands brand names |
| Freeterms: | brand placement |
| Language: | eng |
| Abstract: | A key proposition of resource matching theory is that the cognitive (here as: cogn.) challenge presented by a message execution should meet rather than exceed the level of cogn. resources that the recipient is prepared to expend. Within the context of brand placements (here as: b-pl.) in a novel, this study hypothesizes the effects on brand recall of manipulating the cogn. challenge presented by the format of b-pl., a fragment of a brand name vs. a complete brand name. Results from two experiments show that mild fragmentation induces higher levels of brand recall than either a severely fragmented or a complete brand name. |
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