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Literature Survey 29 It is important to note that the initial attitude consumers have towards the communicator, the endorser in this case, strongly affects the effectiveness of the communication, product placement in this case (Hovland and Weiss, 1951). However it is not explained why some endorsers are more or less successful in achieving the communication objectives in the endorsement process: they do not unveil the underlying meanings of the endorsers with which the consumers identify themselves. This will be further elaborated on later on through the source attractiveness model. The aforementioned meanings are diverse, ranging from status, class, gender and age to personality and lifestyle. Examples of personality types included John Cleese as the irritable incompetent or David Letterman as the irascible. The meaning and personality of a character cannot, however, be stereotyped and brought down to one feature only as exemplified previously: characters are made up from a connected set of meanings. An endorsement is successful in this regard when the meanings contained within the character are transferred onto the product and in turn onto the consumer (McCracken, 1989). This process starts by identifying which cultural meanings the advertiser wishes to be transferred to the product, see figure 4. As part of this stage, the advertiser will search for objects, persons and contexts which inherently contain such meanings and combine these through the endorsement process. The usage of celebrities as persons instead of anonymous models does not limit the advertiser to relatively imprecise, demographic meanings (gender, age, status) but also lifestyle and personality meanings. Next, depending on how successfully the advertiser encodes these meanings into the communication, the consumer will, or will not, identify the same cultural meanings within the objects, persons and contexts in the product. Finally, these meanings transfer to the consumer himself, in an attempt to complete ones self-view and contribute to how the consumer feels about himself through the brand (McCracken, 1986; Mooij, 2011). Owning a product will transfer this meaning from the product to the consumer, becoming part of the extended self, contributing to the consumers self-concept (Barone, Shimp and Sprott, 1999). Fig. 4 Meaning movement and the endorsement process Source: McCracken, 1989, p. 315 (own adaptation) A similar interaction between character, consumer and product, particular to product placement as an advertising practice, has been identified through the Balance Model of Product Placement Effects (Russell and Stern, 2006), see figure 5. Using this model, the authors attempt to predict the relationship between the consumer and the product through the relationship between the character and the consumer
30 Literature Survey and the character and the product. The model draws from the balance theory (Heider, 1958) and showed that if the consumer has a liking to a character and if the character has a liking to a product, the consumer will also align its liking to the product. Fig. 5 Balance Model of Product Placement Effects Source: Russell and Stern, 2006, p. 8 (own adaptation) The attributes of a character can serve as source of secondary brand associations in support of brand equity. The way these attributes affect existing brand knowledge depend on awareness and knowledge of the character, the meaningfulness of the knowledge of the character and the transferability of the knowledge of the character Keller, Apéria and Georgson, . The awareness and knowledge of the character refers to whether or not the character is known to the subject: if the character is not known, it is not possible for a transfer of meaning to take place. The meaningfulness of the knowledge of the character refers to how relevant the knowledge about the character is to the brand, depending on the context. The transferability of the knowledge of the character refers to the extent to which the knowledge will create strong, favorable and unique band associations. Self-view plays thus an important role in the effects of product placement as an advertising form and will be further described in the next section. 3.2.8 The self-concept The self-concept is both important to brand equity as to consumer behavior (Mooij, 2011). The self-concept is defined as all the thoughts and feelings about the self; it combines self-esteem and self-image (the knowledge an individual has about himself or herself). Self-esteem is the evaluative aspect of the self-concept; it concerns how worthwhile and confident an individual feels about himself or herself (Eysenck, 2000, p. 458). This self-concept regards in what terms people describe themselves, their personalities, traits, and identities (Mooij, 2011, p. 109) and is the basis for behavior. Using certain products enable consumers to distinguish themselves from others through the unique attributes of these products and enable them to improve their ideal self-concept (Mooij, 2011). The better the brand is presented in such a fashion that it aligns with the self-concept of a consumer, the more positive the attitudes towards the brands which will be created (Wang, Bristol, Mowen and Chakraborty, 2000). It is important to note that cultures tend to differ quite a lot, for instance in
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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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