品牌植入有效性研究综述与展望

The Effectiveness of Brand Placement: Literature Review and Prospects

媒介环境的复杂多元化及受众心理行为的成熟化,使得基于互动体验的品牌植入成为品牌传播领域的研究热点,而有效性研究是品牌植入研究的核心内容。深入研究品牌植入有效性,旨在引入认知神经测量、互联网测量等新兴测量方法和指标,结合品牌植入有效性影响因素及机制的纵向化、协同化的深入分析,从时效性与适用性等维度探究切实提升品牌植入有效性的途径,更好地满足品牌传播的需要。

The diversification of media environment and maturation of audience's psychological behavior make brand placement based on interactive experience be the hot topic in the field of brand communication,and the effectiveness is the core research content of brand placement. The paper aims to use new measurement and index such as cognitive neuroscience measurement and internet measurement to deemen the research of the effectiveness of brand placement.Also, it deeply analyzes the influential factors and mechanism of effectiveness of brand placement to explore the effective way of improving brand placement to meet the demands of brand communication from the perspective of timeliness and applicability.