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5.3.1 Brand recall .....................................................................................................................88 5.3.2 Attitude .............................................................................................................................90 5.3.3 Purchase intention ......................................................................................................98 5.4 Practical implications ........................................................................................................ 100 5.4.1 Cognitive responses ................................................................................................. 100 5.4.2 Affective responses .................................................................................................. 101 5.4.3 Conative responses .................................................................................................. 102 6 Discussion 104 7 Benefits of the thesis 108 7.1 Benefits for the theory and science ............................................................................. 108 7.2 Benefits for practice ........................................................................................................... 108 7.3 Benefits for pedagogy ........................................................................................................ 108 8 Conclusion 110 9 References 113 A Questionnaire survey 130 B Questionnaire interview experiment 1 131 C Questionnaire interview experiment 2 136
12 Introduction x
Page 1 and 2: The Effects of Product Placement on
Page 4: I would firstly and foremost like t
Page 8: Abstract VAN WICHELEN, Steven. The
Page 11: 4.3 Self-reported effects of produc
Page 15 and 16: 14 Objectives 2 Objectives The gene
Page 17 and 18: 16 Literature Survey 3 Literature S
Page 19 and 20: 18 Literature Survey through brand
Page 21 and 22: 20 Literature Survey Fig. 2 Sub-dim
Page 23 and 24: 22 Literature Survey bring about gr
Page 25 and 26: 24 Literature Survey 3.2.2 Product
Page 27 and 28: 26 Literature Survey only (AUD) and
Page 29 and 30: 28 Literature Survey Apéria and Ge
Page 31 and 32: 30 Literature Survey and the charac
Page 33 and 34: 32 Literature Survey Tab. 1 Alignme
Page 35 and 36: 34 Literature Survey and experience
Page 37 and 38: 36 Literature Survey Fig. 7 A model
Page 39 and 40: 38 Literature Survey (words, object
Page 41 and 42: 40 Literature Survey affective comp
Page 43 and 44: 42 Methods and materials 4 Methods
Page 45 and 46: 44 Methods and materials can stand
Page 47 and 48: 46 Methods and materials moderator,
Page 49 and 50: 48 Methods and materials 4.3 Self-r
Page 51 and 52: 50 Methods and materials As the aim
Page 53 and 54: 52 Methods and materials Before exp
Page 55 and 56: 54 Methods and materials and its ca
Page 57 and 58: 56 Methods and materials fer across
Page 59: 58 Methods and materials The second
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Results 63 Overall, brand recall wa
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Results 65 indicating a medium to l
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Results 67 To assess the level of s
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Results 69 Tab. 18 Crosstabulation:
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Results 71 20 15 10 5 0 15 14 9 5 0
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Results 73 Audiovisual types of pro
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Results 75 Tab. 23 Crosstabulation:
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Results 77 and 60%. The amount of s
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Results 79 Tab. 27 Product placemen
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Results 81 Fig. 21 Visual product p
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Results 83 24. With 32 subjects ind
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Results 85 Fig. 26 Audiovisual prod
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Results 87 brand is likely the reas
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Results 89 Starbucks 15 14 Red Bull
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Results 91 Starbucks 2.66 2.96 Red
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Results 93 The results regarding th
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Results 95 became less descriptive.
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Results 97 Red Bull (control group)
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Results 99 Starbucks 2.85 2.86 Red
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Results 101 to evoking and recallin
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Results 103 influence. It does not
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Discussion 105 Regarding product pr
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Discussion 107 (Kotler, 2012) in th
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Benefits of the thesis 109 • Mana
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Conclusion 111 evoke brand recall t
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References 113 9 References Aaker,
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References 115 Cacioppo, J. )., & P
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References 117 Ferrier, M. (2014, J
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References 119 Kahneman, D. (1973).
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References 121 McGuire, William J.
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References 123 Rossiter, J. R. (199
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References 125 Wiles, M. A., & Dani
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List of tables 127 Tab. 22 Intervie
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List of figures 129 Fig. 23 Visual
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Appendix 131 B Questionnaire interv
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Appendix 133 7. Which of the follow
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Appendix 135 Name Surname Gender Ag
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Appendix 137
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Appendix 139
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Appendix 167
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