TY  - JOUR
AB  - 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.
VL  - 32
IS  - 6
SN  - 1355-5855
DO  - 10.1108/APJML-04-2019-0236
UR  - https://doi.org/10.1108/APJML-04-2019-0236
AU  - Song Sigen
AU  - Chan Fanny Fong Yee
AU  - Wu Yanlin
PY  - 2019
Y1  - 2019/01/01
TI  - The interaction effect of placement characteristics and emotional experiences on consumers’ brand recognition
T2  - Asia Pacific Journal of Marketing and Logistics
PB  - Emerald Publishing Limited
SP  - 1269
EP  - 1285
Y2  - 2024/04/25
ER  -