Exploring the impact of brand placement repetition on the effectiveness of umbrella branding
Journal of Product & Brand Management
ISSN: 1061-0421
Article publication date: 14 March 2022
Issue publication date: 10 August 2022
Abstract
Purpose
This study aims to compare and contrast the effectiveness of single- and dual-product repetition strategies in the brand placement context. The study also aims to explore the number of repetitions needed for achieving maximum impact on brand memory (i.e. recall and recognition) and brand attitudes.
Design/methodology/approach
The proposed hypotheses and research questions were tested using a quasi-experimental approach. Participants watched a block of eight videos containing four different levels comprising one, three, five and seven repetitions of products belonging to the same umbrella brand. Subsequently, participants completed a questionnaire designed to measure brand memory and brand attitudes.
Findings
Results indicate that dual-product brand placements could elicit higher levels of brand recall than that of single-product brand placements at moderate and high levels of repetition (i.e. five and seven). Moreover, at a high level of repetition (i.e. seven repetitions), the brand attitudes of consumers exposed to dual-product brand placements are significantly higher when product categories are dissimilar.
Originality/value
Consumers are increasingly exposed to multiple products of the same umbrella brands when watching various video content. However, prior research has not examined the effects of brand placement repetition in the umbrella branding context. This study is the first attempt at combining research streams on umbrella branding and brand placements and comparing the effects of repetitive exposure to single- and dual-product brand placements on consumers’ memory and brand attitudes.
Keywords
Citation
Davtyan, D. and Tashchian, A. (2022), "Exploring the impact of brand placement repetition on the effectiveness of umbrella branding", Journal of Product & Brand Management, Vol. 31 No. 7, pp. 1077-1090. https://doi.org/10.1108/JPBM-02-2021-3381
Publisher
:Emerald Publishing Limited
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