Abstract
Various studies have examined the short-term effects of brand placement disclosures. This study aims to (1) replicate previously identified short-term effects of brand placement disclosures on persuasion knowledge and brand responses, and, more importantly, (2) examine whether these effects persist, diminish, or grow in the long-term. We conducted an online experiment (N = 208) in which we compared the effects of including a disclosure (vs. no disclosure) in two waves (short-term, measured directly after watching the programme vs. long-term, measured two to three weeks later). Our results show that a disclosure increases ad recognition (i.e. conceptual persuasion knowledge) immediately after exposure, and that this effect persists even a few weeks after watching the programme. Moreover, a disclosure enhances brand memory via ad recognition, in both the short- and the long-term. However, resistance effects on skepticism (attitudinal persuasion knowledge), brand attitude and purchase intention are neither replicated in the short-term nor found in the long-term.
Original language | English |
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Pages (from-to) | 26-48 |
Number of pages | 23 |
Journal | International Journal of Advertising |
Volume | 40 |
Issue number | 1 |
DOIs | |
Publication status | Published - 2021 |
Externally published | Yes |
Keywords
- brand attitude
- brand memory
- Brand placement
- disclosure
- long-term effect
- persuasion knowledge
- purchase intention