The interaction effect of placement characteristics and emotional experiences on consumers’ brand recognition

Abstract

PurposeThe purpose of this paper is to investigate the interaction effect of placement characteristics and emotional experiences on consumers’ recognition of placed brands. Brand recognition is a fundamental step in the consumer’s decision-making journey.Design/methodology/approachThe authors developed a research model based on emotional process theory and cognitive capacity theory incorporating placement characteristics, emotional experiences and brand recognition. An experimental study of 110 young Chinese consumers was conducted to test the research model.FindingsThe findings indicated that all three placement characteristics (prominence, serial positions and plot connection) had significant effects on brand recognition, as suggested in previous research. The effect of emotional experiences on brand recognition was comparatively less prominent. Placement characteristics and emotional experiences also interacted to influence the recognition of placed brands.Originality/valueThis study shows the role of emotional experiences and their interaction with placement characteristics on brand recognition, which has yet to be examined. The conceptual model contributes to the product placement literature by suggesting that both cognitive and emotional processing are important for brand recognition. The findings provide useful insights for marketers in designing effective product placement strategies.