Resumen

ALVARADO HERRERA, Alejandro; CAVAZOS ARROYO, Judith  y  VAZQUEZ CHAROLET, Rubén. Effects of real and masked brands placement on consumer behavior: An exploratory experiment. estud.gerenc. [online]. 2014, vol.30, n.133, pp.327-335. ISSN 0123-5923.

Masked brands placement's effects on consumer behavior have not been empirically compared to those produced by actual brands placements -within unreal content productions. Hence, to compare 2 types of placements, a 3 group true (post-test) experiment was conducted. One of 3 expressly developed versions of a HuevoCartoon animation (manipulating the variable Type of placement) was presented to each group to which, the 183 volunteer participants, were randomly assigned. Participants were asked to answer a questionnaire to measure 7 dependent variables concerning: cognitive, emotional and conative effects produced by the stimuli. Results suggest that the difference in the effectiveness of both types of placements is marginal.

Palabras clave : Brand placement; Masked brands; Real brands; Exploratory experiment; Effects on consumer.

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