The Impact Of Brand-Content Congruity On Brand Cognition And Attitude In Product Placement

Driven by the tremendous economic benefits of product placement, brand owners hope that the information of the placed brands can maximize consumers’brand attention and memory effect.As a result,they place a lot of brands in the films by the means of straightforward blunt placement, ignoring consumers’negative brand attitude caused by a sharp decline of the brand-content congruity. However, in the previous research into brand-content congruity, the results show some sort of paradox. Therefore, it has a profound theoretical and practical significance to study the impact of brand-content congruity on the effectiveness of product placement.The whole research contained two study. Study1was about the impact of brand-content congruity on consumers’brand attention and memory within the use of eye tracking. And Study2was a replication of study1with some key modification. Utilizing a2x2between-subjects factorial design, we explored the impact of brand-content congruity and celebrity effect on brand memory and attitude in study2.We used chi-square analyses, ANOVA and correlation analysis to verify the experimental assumptions. Here are our study conclusions:(1) brand-content congruity has a significant impact on brand attention and explicit memory, but no impact on implicit memory;(2) there is a significant positive correlation between brand attention and explicit memory, while the correlation between brand attention and implicit memory is not strong;(3) the celebrity effect has a positive impact on consumers’ brand explicit memory and attitude, but no significant effect on implicit memory;(4) the celebrity effect can weaken the variance of memory and brand attitude caused by brand-content congruity in different levels, that is, it can not only enhance the consumers’brand explicit memory within the high brand-content congruity, but also improve the brand attitude within the low one;(5) the assumption that brand-content congruity can affect the brand attitude did not pass the test, the reason may be that, compared with the products used in the high brand-content congruity, the ones used in the low brand-content congruity may be more popular and familiar to consumers, while their prior perception of the product or brand leading to this results.