显著的植入式广告能带来更好的品牌态度吗--植入式广告显著性影响机制研究

Can the Prominent Product Placement Bring Better Brand Attitude?The Mechanism of Prominence in the Case of Product Placement

植入式广告是企业常用的形式之一,吸引了很多学者和企业人员的注意,并且成为了一种很流行的广告形式。而植入式广告中一个基础的问题就是显著的植入式广告能够带来更好的品牌态度。已有的部分研究指出,植入式广告中品牌的显著性程度增强,会提升消费者对植入品牌的认知,但有的研究也认为过分显著的植入式广告会降低消费者对品牌的评价。造成这种差异的主要原因是以往的文献并没有区分显著程度的两个维度:空间维度和时间维度。本文在区分以上两种维度的基础上,着重检验空间维度上广告显著程度对于品牌态度的影响。我们的研究结果指出消费者对于植入式广告中品牌的态度,由于会受到感知信息处理流畅性的影响,会呈先升后降的倒U型,即存在一个最优值。通过模拟实验研究发现,植入式广告中品牌与情节的关联性对品牌显著程度的最优值有提升作用。

Recently, product placement has become one of prevalent ad forms and been paid more and more attentions by industries and scholars. It is usually applied by enterprises and has become a popular form of marketing strategy engaged by enterprises nowadays. A fundamental question regarding this strategy is whether the prominence of product placement can bring better brand attitude from consumers. There are plenty of researches regarding this stream of literature and some of them pointed out that consumers＇ brand awareness will be enhanced with the increase of the prominence of the advertisement planted by enterprises. However, other studies suggested that extra prominence of product placement will reduce consumers＇ evaluation to the focal brand, which would consequently hurt the attitudes by consumers toward the focal brand. We showed in this research that the reason why the conflict existed among previous researches comes to their ignorance of two important dimensions, i.e. spatial dimensions and time dimension, of prominence in product placement. In this paper, we distinguish the two kind of prominence and check the impact of spatial prominence to brand attitude. With the increase of prominence, this paper find consumers＇ attitude toward the focal brand represents as an inverted U-shaped curve, and the fundamental reason of this phenomenon result comes to the influence of information processing by customers. That is to say that there exists a peak value regarding the customers＇ attitude toward the focal brand. Through simulation studies, the authors found that the factor which is the degree of relevance between brand and story of the advertisement can significantly improve the peak value of customers＇ attitude toward the focal brand. Based on these findings, this research explained the conflict that existed among previous literatures, which is the relationship between product placement and customers＇ attitude toward the brand, and proposed an inverted U-shaped curve of consumers＇ attitude toward the brand, which can help the enterprises implement better strategies of advertisement planting.