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Results 63 Overall, brand recall was lower than product category recall. These results seem to indicate that recalling a product category does not necessarily result in recalling the brand. Contrarily, in certain cases, the subjects which could not recall the brand, often attributed the product placement to a competing brand. In terms of execution style, it is noteworthy that the product placement styles of all stimuli were visual only (VIS) lacking the extra audio dimension and interaction with the visual which is typical for the combined audio-visual (AV) type (Gupta and Lord, 1998). Moreover, among the three stimuli, only for the consumer electronics product category, the brand name was shown and readable. Both the results of this research as well as theory (Keller, Apéria and Georgson, indicate that the visibility of a brand name is not the only determinant of brand recall. In addition to brand names, brands are after all also made up from logos, packaging, etc. as brand elements. Despite the visibility of the brand name for the consumer electronics category only, the difference in brand recall compared to the categories yoghurt and beer seem respectively limited and non-existent. As the data for brand recall were gathered in a self-reported manner, it is however not possible to ascertain if the subjects gaze was indeed on the brand name or another brand element instead. 80% 60% 40% 63% 63% 37% 37% 59% 41% 20% 0% Sony Heineken Activia Aware Not aware Fig. 12 Brand recall Source: questionnaire survey, 2014, n = 164 Across product categories, the following null hypothesis was stated regarding the dependency of brand recall and product category recall: H0: Product category recall and brand recall are independent from each other. A Chi-square test using two nominal variables was applied to test this dependency. Table 12 summarizes the respective crosstabulation with the counts and expected counts of category awareness and brand awareness.
64 Results Tab. 12 Crosstabulation: product category recall x brand recall Sony Brand recall No Yes Total Category awareness No Count 26.0 0.0 26.0 Expected count 9.7 16.3 26.0 Yes Count 35.0 103.0 138.0 Expected count 51.3 86.7 138.0 Total Count 61.0 103.0 164.0 Expected count 61.0 103.0 164.0 Heineken Brand recall No Yes Total Category awareness No Count 30.0 0.0 30.0 Expected count 11.0 19.0 30.0 Yes Count 30.0 104.0 134.0 Expected count 49.0 85.0 134.0 Total Count 60.0 104.0 164.0 Expected count 60.0 104.0 164.0 Activia Brand recall No Yes Total Category awareness No Count 29.0 7.0 36.0 Expected count 14.7 21.3 36.0 Yes Count 38.0 90.0 128.0 Expected count 52.3 75.7 128.0 Total Count 67.0 97.0 164.0 Expected count 67.0 97.0 164.0 Source: questionnaire survey, 2014, n = 164 With an α value lower than .05 across all product categories, the null hypothesis was rejected, accepting the alternative hypothesis that product category recall and brand recall are dependent on each other, see table 13. Tab. 13 Chi-square test: product category recall x brand recall Brand Value df Asymptotic Significance (2-sided) Pearson Chi-Square Sony 30.1 1 0.001 Heineken 63.6 1 0.001 Activia 52.2 1 0.001 Source: questionnaire survey, 2014, n = 164 To assess the level of significance of the association between product category recall and brand recall, the Phi value of the respective Chi-square test was calculated, as shown in table 14. Both brands Sony and Heineken showed a value higher than 0.5,
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The Effects of Product Placement on
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I would firstly and foremost like t
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Abstract VAN WICHELEN, Steven. The
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4.3 Self-reported effects of produc
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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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