Distinguishing Implicit from Explicit Brand Attitudes in Brand Placement Research

  • Annemarie M. Wennekers
  • Lisa Vandeberg
  • Kim Zoon
  • Eva A. van Reijmersdal
Part of the European Advertising Academy book series (EAA)


Brand placement is a popular topic, both in business and academia. Brands are placed in a wide-ranging array of media, including television programs, movies, radio shows, magazines, games, music videos, and websites. Expenditures on brand placement are still growing (PQ Media, 2013), as well as the number of scientific studies on the effects of brand placements (for reviews see Balusubramanian, Karrh, & Patwardhan, 2006; Van Reijmersdal, Neijens, & Smit, 2009). These studies have contributed to the knowledge about explicit (deliberative, conscious, or intentional) brand placement effects, but little is known about whether and how brand placements affect consumers’ implicit (associative, unconscious, or automatic) responses toward the placed brand.


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Copyright information

© Springer Fachmedien Wiesbaden 2016

Authors and Affiliations

  • Annemarie M. Wennekers
    • 1
  • Lisa Vandeberg
    • 1
  • Kim Zoon
    • 1
  • Eva A. van Reijmersdal
    • 1
  1. 1.University of AmsterdamAmsterdamThe Netherlands

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