The implicit influence of bimodal brand placement on children: information integration or information interference?

This research compares two competing views – the integration view and the interference view – to see whether presenting a brand placement in multiple modalities can enhance its effectiveness.

The implicit influence of bimodal brand placement on children: information integration or information interference?

Haiming Hang

University of Bath

Introduction

Recently, brand placement has attracted many researchers’ attention (for reviews see Balasubramanian et al. 2006; Shrum et al. 2009; van Reijmersdal et al. 2009). Although previous studies provide valuable insights about the impact of brand placement on brand recall (e.g. Lee & Faber 2007; Mackay et al. 2009; van Reijmersdal et al. 2010), brand attitude (e.g. Homer 2009; Mackay et al.2009) and brand choice (e.g. Law & Braun 2000; Auty & Lewis 2004; Hang...

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