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This paper aims to investigate the effects of brand placement repetition in music videos on consumers’ memory, brand attitudes and behavioral intentions, as well as, explores the effective frequency needed to achieve optimal advertising impact.

The proposed hypotheses and research questions were tested using an experimental approach. Participants watched a block of music videos containing various levels of brand placement repetitions. Afterward, participants completed a questionnaire designed to measure memory, brand attitudes and behavioral intentions.

At low levels (below 4–5 exposures), the repetition of a brand placement has a positive effect on brand memory, brand attitudes, intentions to buy and to recommend the brand to others. However, further increases in repetition had detrimental effects on brand attitudes and purchase intentions, but not on memory measures. Additionally, the effects of brand placement repetition on brand attitudes and memory measures were moderated by respondents’ brand familiarity.

The effects of brand placements were measured through explicit tests that refer to the placement event. Researchers are encouraged to test suggested propositions by using implicit tests.

The results of this study can serve as guidance for marketing practitioners on optimal ways to integrate their brands into the contents of mass media programming.

Despite the increasing usage of music videos in marketing promotions, limited scholarship explores the effects of placing consumer brands in this promising medium. Current research addresses this gap and contributes both to brand placement literature and scholarship on advertising repetition.

The paper seeks to establish the effectiveness of social media advertising and participation by brands through incidental exposure. Using experimental design, in a social media environment, this paper aims to extend incidental exposure research in the context of social media.

This paper uses an experimental design with controlled image durations using MediaLab and DirectRT, allowing for precise image display times and randomization of screens. Participants were split between high-involvement and low-involvement product categories, and the brand choice exercise was administered in an on-screen experiment.

The paper provides support that incidental exposure influences brand choice. Further, it indicates that for low-involvement product categories, the type of social media exposure does not influence brand choice significantly between types. For high-involvement product categories, ads perform better than sponsored story executions; consumer-generated brand messages perform better than brand-generated messages; and the influence of reference group affects brand choice.

This paper tests one social media environment using a desktop Web environment. Additional studies would be needed to test other social media environments and mobile technology.

The paper provides evidence that brands benefit by simply participating and advertising in social media, but the execution style matters to a greater extent for high-involvement product categories in influencing brand choice.

Mere exposure to a brand message may influence consumers unknowingly. Repeated exposure as short as 5 s per viewing is related to increases in brand choice.

This paper extends research on incidental exposure and establishes a key positive brand outcome for practice and research, and it provides the first exploration on the outcome of incident exposure to brand messages in social media. The results suggest that social media and advertising by brands have positive impacts beyond traditional measures of success online.

Two studies were undertaken with the aim of determining the nature and prevalence of exposure to alcohol sponsorship communications associated with sport. Study 1 reports a content analysis of alcohol sponsors' leveraging across popular sporting events. Study 2 examines alcohol sponsors' activation in social media. A high proportion of alcohol sponsorship messages containing content appealing to young adult drinkers are revealed across multiple media. Events and policy implications are addressed.

The purpose of this paper is to explore the moderating effect of brand exposure time and exposure frequency in image transfer. In study 1, H1 and H2 assumed the bidirectional image transfer (i.e. from an event to a brand, from a brand to an event). H3 and H4 were set to examine the moderating effect of brand exposure time and exposure frequency in image transfer upon spreading activation theory, mere exposure effect and three-hit theory.

According to study 1, the result indicated that the amount of image transfer varied based on the exposure time. However, brand exposure frequency did not show statistically significant interactions. Study 2 was performed to complement the H4 of the study 1. In study 2, apart from the number of exposures on a screen (group 1=four times; group 2=eight times), the perceived number of exposures were separately measured (group 1=2.67; group 2=3.96) to see if the number of perceived exposures moderated the amount of image transfer.

The results indicated that there was no group difference in the amount of image transfer. Based on the result of the study, a sponsor brand must be exposed for enough time duration in order to maximize the return on investment regardless of how frequently it is exposed.

The current study examined the image transfer in sport sponsorship. Although previous studies empirically examined the image transfer phenomenon in sport sponsorship, they failed to establish theoretical ground. Thus, this study incorporated the three theories in advertising and examined how we can apply the theories to sport sponsorship. In addition, we examine the image transfer based on video clip which is mainly how people are exposed to sport sponsorship. Next, we examined the moderating effects of exposure duration and exposure frequency, which has never been studied in sport sponsorship context.

The purpose of this study is to understand the magnitude of the impact advergames have on children’s preferences and choices for unhealthy products and brands, in terms of time of exposure (immediate vs delayed) and number of exposures (single vs repeated exposure). Past literature has focused essentially on the immediate effects of single exposures to advergames. Few studies explored the delayed or repetition effects and found wear-out effects of multiple exposure and also no delayed effects of single exposure. Therefore, this study will reduce the existent gap in the literature by studying simultaneously both effects.

A sample of 104 children aged 6-9 years old was used, divided into three groups (no exposure/single exposure/repeated exposure) in an experimental between-subjects design setting.

The results confirm the existence of all the expected effects: exposure to advergames has immediate and longer effects on a child’s preferences and choices of the brand depicted in the advergame and in that product category. Repeated exposure to the advergame enhances all the effects on the brand, but not on the product category.

Although earlier literature has already analyzed time and repetition effects on traditional media, or sought to analyze effects of advergames but with an adult sample, this article highlights the extent of these effects with children, and based on these results, reflects on the ethicality of using advergames with children on products high in fat, salt and/or sugar.

The purpose of this paper is to investigate occurrences of confirmation bias existing for sponsors whose brand is congruent to a sport. More specifically, this research investigates: if confirmation biases for congruent brands occur in the absence of exposure, the impact audience segmentation has on sponsorship evaluations by comparing highly identified fans to non-fans, and if congruent sponsors are recalled more often than incongruent sponsors after exposure.

An experiment was conducted to measure how exposure, type of sponsor, and fan identification impacts recognition, attitude, and purchase intention.

The results confirm sport-congruent brands are more likely to be falsely recognized as a sponsor than non-congruent sponsors in the absence of sponsorship participation. Sport consumers’ confirmation biases yield positive attitudes and purchase intentions for congruent brands even in the absence of immediate exposure. Lastly, exposure has no impact on recall or sponsor outcomes, suggesting the need for articulating the brand’s connection prior to the event to build stronger memory traces.

Congruent brands should carefully consider investment costs and expected return on investment, noting benefits of participation might be marginal as a result of confirmation biases. Potential sponsors should also understand cognitive benefits begin before exposure to the sponsorship occurs, and therefore need to articulate a connection to the event prior to exposure by consumers.

The findings suggest the importance of confirmation biases when attempting to reach sport consumers. Some brands may be able to increase recall and recognition even in the absence of exposure, thus helping decision makers when managing budgets.

Previous literature has discussed the importance of two types of social media exposures: owned social media (OSM) exposures generated by service providers and earned social media (ESM) exposures initiated by consumers. This study aims to examine the relative effects of owned and ESM exposures on brand purchase, as well as their advertising externality to competing brands. Rooted in theory of planned behavior and advertising externality literature, this study hypothesizes that owned and ESM exposures positively influence brand purchase. Such effects, however, can spill over to competing brands that invest in social media marketing and co-exist in the market.

This study collects brand purchase records and social media messages on the Facebook brand pages of a group of service providers over 12 months. The data are assembled for time series analysis with the unit of analysis being “brand × bi-week”.

Using a blend of fixed-effects models and seemingly unrelated regressions, this study finds that both owned and ESM exposures positively affect brand purchase, the purchase effect of OSM exposures is greater than ESM exposures, OSM exposures generate not only more purchase of the focal brand but also positive advertising externality to competing brands, whereas ESM exposures locks up the advertising effect to the focal brand without spilling over to competing brands.

This study advances the understanding about the externality of social media exposures in an increasingly competitive market where multiple brands invest in social media marketing and co-exist. Important implications on the strategic use of social media exposures to drive brand purchase while competing with similar brands are provided.

This study aims to propose that a brand can be kept both prominent and fresh by using existing logos as well as logo varieties (i.e. slight modifications to the brand’s existing logo).

In two experimental studies, the authors exposed respondents to either the existing brand logo or to logo varieties, and examined their influence on brand prominence and freshness.

The findings suggest that consumers subconsciously process logo varieties to which they are exposed in a similar way as they subconsciously process the existing logo of the brand, making both types of logo exposure effective for building brand prominence and freshness.

It would also be worthwhile to study the effect of logo varieties using other dependent measures than the ones employed in this study, such as purchase intent and behavioral measures (such as consumption behaviors).

This research shows that logo varieties can be used alongside the existing brand logo to build prominence and freshness. These findings diverge from the findings typically reported in the branding literature that state that consumers resist changes to logos.

This research not only demonstrates that exposure to logo varieties and existing logos evokes automatic effects (both types of logos outperform a control group in fostering brand-related outcomes) but also confirms that exposing consumers to the existing logo or logo varieties give less differential effects than one may think.

This paper aims to develop an experimental paradigm to assess effects of degrees of logo change on logo processing speed to provide rigid tests of the effects of objectified degrees of logo changes and to understand how degrees of logo change interact with consumer and market conditions.

Experiment 1 (N = 120) used a 3 (degree of change: no vs small vs substantial change) unifactorial between-subjects design to develop the experimental paradigm for the effects of degrees of logo change. Experiment 2 (N = 148) examined effects of brand consciousness and exposure in a 3 (degree of change: original vs small vs substantial change) × 2 (exposure: 1 vs 3 exposures) between-subjects design with brand consciousness as a continuous moderator to extend the paradigm to a more naturalistic marketing communication setting.

Substantial logo changes harmed processing speed of highly brand conscious consumers in particular. Furthermore, substantial logo changes decreased processing speed, which was compensated by repeated exposure to the redesigned brand logo.

The findings suggest that brand consciousness creates a tunnel vision, which impairs openness to changes in brand image. Furthermore, the findings imply that brand logos can be (substantially) changed without hurting logo processing speed: only a few exposures are needed to neutralize these effects.

This is the first study that provides rigid tests of objectified degrees of logo changes, extended to a more naturalistic marketing communication setting, by examining brand consciousness and exposure effects.

While past studies have shown that corporate social responsibility (CSR) influences brand equity, loyalty and brand attitudes, research about CSR effects on the responsible and active dimensions of brand personality remains limited. This study aims to address this gap and examine how brands with different personality strength benefit from CSR communication, providing novel insights about CSR’s branding payoffs to firms.

Three experiments were conducted. Study 1 tested if CSR communication influenced responsible and active brand personality dimensions compared to non-CSR communication. Study 2 examined how varying CSR spending allocations affect personality perceptions of weak and strong brands. Studies 1 and 2 measured responsible and active brand personalities before and after exposure to experimental manipulations, assessing immediate changes in brand personality. Study 3 replicated the results of Study 2 using fictitious brands whose initial brand personalities were manipulated as either weak or strong.

CSR communication has the potential to influence brands’ responsible and active personalities compared to non-CSR communication. However, changes in brand personalities were contingent on CSR manipulations (smaller vs larger CSR spending) and initial brand strength. Brands that lacked strongly responsible and strong active personalities experienced an improvement in these perceptions after exposure to any CSR spending message. However, brands with strong responsible or strong active personalities experienced brand erosion after exposure to smaller CSR spending message or no improvement when the CSR message was aligned with the responsible and active conduct (e.g. mentioned larger CSR spending).

This study is the first to examine how CSR affects brand personality. By combining signalling and attitude change/congruity principle theories, it provides novel theoretical contributions to explain when CSR can improve, erode or exert no effect on the responsible and active brand personalities, providing insights for effective brand management.