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The Positive Effect of Green versus Conventional Brand Placement: The Roles of Brand Warmth and Persuasion Knowledge

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Advances in Advertising Research IX

Part of the book series: European Advertising Academy ((EAA))

Abstract

Brand placement is the placement of a brand in non-commercial content such as a television series or movie (Karrh, 1998) which is used by marketers to advertise brands in a less obtrusive and more natural fashion (Karrh, 1998; Russel, 2002). Although brand placement is around for decades now and a significant body of research has investigated its effects (for reviews see, Balasubramanian, 1994; Van Reijmersdal, Neijens and Smit, 2009), little is known about the role of brand types (e.g., green, conventional).

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Author information

Authors and Affiliations

  1. Faculty of Social and Behavioural Sciences, University of Amsterdam, Amsterdam, Netherlands

    Marijn H. C. Meijers & Eva A. van Reijmersdal

  2. Amsterdam, Netherlands

    Anja Krafczyk

Authors
  1. Marijn H. C. Meijers
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  2. Eva A. van Reijmersdal
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  3. Anja Krafczyk
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Corresponding author

Correspondence to Marijn H. C. Meijers .

Editor information

Editors and Affiliations

  1. Communication Sciences, Ghent University, Gent, Belgium

    Verolien Cauberghe

  2. Communication Science, Ghent University, Gent, Belgium

    Liselot Hudders

  3. Faculty of Business Administration and E, European University Viadrina, Frankfurt (Oder), Germany

    Martin Eisend

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Meijers, M.H.C., van Reijmersdal, E.A., Krafczyk, A. (2018). The Positive Effect of Green versus Conventional Brand Placement: The Roles of Brand Warmth and Persuasion Knowledge. In: Cauberghe, V., Hudders, L., Eisend, M. (eds) Advances in Advertising Research IX. European Advertising Academy. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-22681-7_11

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