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Communications

The European Journal of Communication Research

Ed. by Averbeck-Lietz, Stefanie / d'Haenens, Leen

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IMPACT FACTOR 2016: 0.933
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CiteScore 2016: 1.17

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1613-4087
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Volume 38, Issue 2 (May 2013)

Issues

The effects of brand placement disclosures on skepticism and brand memory

Eva A. van Reijmersdal / Karolina Tutaj / Sophie C. Boerman
Published Online: 2013-05-31 | DOI: https://doi.org/10.1515/commun-2013-0008

Abstract

Recently, the European Union decreed that European countries should use disclosures of brand placement in programs and movies on television to guarantee fair communication. However, an understanding of the effects of disclosing brand placement is lacking. The present study is the first to test the impact of the new TV sponsorship regulations regarding disclosure of brand placement. In an experiment (N = 107), we examine viewers’ opinions about disclosures along with the effects of disclosure timings. Analyses show that brand memory increases when a disclosure is shown. In addition, brand memory is significantly higher when the disclosure is shown during the placement than when it is shown after the placement. Disclosures do not seem to activate critical attitudes. Respondents confronted with a disclosure, regardless of the timing, were not more skeptical towards brand placement than respondents who were not exposed to a disclosure. These findings have important implications for theory and public policy regarding brand placement disclosures.

Keywords: brand placement; sponsor disclosures; warnings; persuasion knowledge; ad skepticism

About the article

Published Online: 2013-05-31

Published in Print: 2013-05-29


Citation Information: Communications - The European Journal of Communication Research, ISSN (Online) 1613-4087, ISSN (Print) 0341-2059, DOI: https://doi.org/10.1515/commun-2013-0008.

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©2013 Walter de Gruyter GmbH, Berlin Boston. Copyright Clearance Center

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[1]
Sophie C. Boerman, Eva A. van Reijmersdal, and Peter C. Neijens
International Journal of Advertising, 2015, Volume 34, Number 4, Page 576
[2]
Jörg Matthes and Brigitte Naderer
International Journal of Advertising, 2016, Volume 35, Number 2, Page 185
[3]
Eva Adriana van Reijmersdal, Nienke Lammers, Esther Rozendaal, and Moniek Buijzen
International Journal of Advertising, 2015, Volume 34, Number 1, Page 70
[4]
Loes Janssen, Marieke L. Fransen, Rebecca Wulff, and Eva A. van Reijmersdal
Journal of Consumer Behaviour, 2016, Volume 15, Number 6, Page 503
[5]
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