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The interaction effect of placement characteristics and emotional experiences on consumers’ brand recognition

Sigen Song (Department of Marketing, Anhui University of Finance and Economics, Bengbu, China)
Fanny Fong Yee Chan (The Hang Seng University of Hong Kong, Shatin, Hong Kong)
Yanlin Wu (Anhui University of Finance and Economics, Bengbu, China)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 2 September 2019

Issue publication date: 6 August 2020

Abstract

Purpose

The purpose of this paper is to investigate the interaction effect of placement characteristics and emotional experiences on consumers’ recognition of placed brands. Brand recognition is a fundamental step in the consumer’s decision-making journey.

Design/methodology/approach

The authors developed a research model based on emotional process theory and cognitive capacity theory incorporating placement characteristics, emotional experiences and brand recognition. An experimental study of 110 young Chinese consumers was conducted to test the research model.

Findings

The findings indicated that all three placement characteristics (prominence, serial positions and plot connection) had significant effects on brand recognition, as suggested in previous research. The effect of emotional experiences on brand recognition was comparatively less prominent. Placement characteristics and emotional experiences also interacted to influence the recognition of placed brands.

Originality/value

This study shows the role of emotional experiences and their interaction with placement characteristics on brand recognition, which has yet to be examined. The conceptual model contributes to the product placement literature by suggesting that both cognitive and emotional processing are important for brand recognition. The findings provide useful insights for marketers in designing effective product placement strategies.

Keywords

Acknowledgements

The work presented in this paper was supported by the National Philosophy and Social Science Funds of China (Reference number: 15AGL010) and the Research Grants Council of the Hong Kong Special Administrative Region, China (Project Reference No. UGC/FDS14/H15/17).

Citation

Song, S., Chan, F.F.Y. and Wu, Y. (2020), "The interaction effect of placement characteristics and emotional experiences on consumers’ brand recognition", Asia Pacific Journal of Marketing and Logistics, Vol. 32 No. 6, pp. 1269-1285. https://doi.org/10.1108/APJML-04-2019-0236

Publisher

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Emerald Publishing Limited

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