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Results 67 To assess the level of significance of the association between brand awareness and brand attitude, the Cramers V value was calculated as shown in table 17. Heineken and Activia showed a medium to large magnitude of effect size with Cramers values between 0.3 and 0.5. Sony showed small to medium magnitude of effect size with a Cramers value between 0.1 and 0.3 (Murphy, 2014). It is not possible to conclude however from these results if one product placement was more successful than another in evoking positive affective responses as the initial affection towards the product category and brand was not known. It is noteworthy however, that of the three product placements, the Sony product placement was the brand most prominently placed both in terms of size and duration. Tab. 17 Cramers V values: brand recall x attitude towards brands Cramers V Sony 0.280 Heineken 0.435 Activia 0.380 Source: questionnaire survey, 2014, n = 164 5.2 Differences in effects between visual and audiovisual product placements 5.2.1 Brand recall Across product categories, visual types of product placement elicited a higher unaided brand recall than audiovisual types. Figure 14 summarizes unaided brand recall across product categories for both visual and audiovisual types of product placement in absolute numbers. 40 30 20 24 21 26 32 22 10 8 0 Heineken Apple Red Bull Visual Audiovisual Fig. 14 Unaided brand recall Source: experiment 1, 2015, n = 80 A higher amount of subjects recalled the brands upon presenting them with cues for the respective brands. Figure 15 summarizes aided brand recall across product categories for both visual and audiovisual types of product placement in absolute numbers.
68 Results 50 40 30 20 10 0 39 34 31 32 32 18 Heineken Apple Red Bull Visual Audiovisual Fig. 15 Aided brand recall Source: experiment 1, 2015, n = 80 The following null hypothesis was stated regarding the relation between brand recall and product placement types: H0: Brand recall and product placement type are independent from each other. A Chi-square test using two nominal variables was applied to test this dependency. Table 18 summarizes the crosstabulation with the counts and expected counts of product placement type and brand recall.
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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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12 Introduction x
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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
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Page 25 and 26: 24 Literature Survey 3.2.2 Product
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Page 37 and 38: 36 Literature Survey Fig. 7 A model
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Page 41 and 42: 40 Literature Survey affective comp
Page 43 and 44: 42 Methods and materials 4 Methods
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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
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Page 57 and 58: 56 Methods and materials fer across
Page 59: 58 Methods and materials The second
Page 64 and 65: Results 63 Overall, brand recall wa
Page 66 and 67: Results 65 indicating a medium to l
Page 70 and 71: Results 69 Tab. 18 Crosstabulation:
Page 72 and 73: Results 71 20 15 10 5 0 15 14 9 5 0
Page 74 and 75: Results 73 Audiovisual types of pro
Page 76 and 77: Results 75 Tab. 23 Crosstabulation:
Page 78 and 79: Results 77 and 60%. The amount of s
Page 80 and 81: Results 79 Tab. 27 Product placemen
Page 82 and 83: Results 81 Fig. 21 Visual product p
Page 84 and 85: Results 83 24. With 32 subjects ind
Page 86 and 87: Results 85 Fig. 26 Audiovisual prod
Page 88 and 89: Results 87 brand is likely the reas
Page 90 and 91: Results 89 Starbucks 15 14 Red Bull
Page 92 and 93: Results 91 Starbucks 2.66 2.96 Red
Page 94 and 95: Results 93 The results regarding th
Page 96 and 97: Results 95 became less descriptive.
Page 98 and 99: Results 97 Red Bull (control group)
Page 100 and 101: Results 99 Starbucks 2.85 2.86 Red
Page 102 and 103: Results 101 to evoking and recallin
Page 104 and 105: Results 103 influence. It does not
Page 106 and 107: Discussion 105 Regarding product pr
Page 108 and 109: Discussion 107 (Kotler, 2012) in th
Page 110 and 111: Benefits of the thesis 109 • Mana
Page 112 and 113: Conclusion 111 evoke brand recall t
Page 114 and 115: References 113 9 References Aaker,
Page 116 and 117: 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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