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...ents (Ross et al., 1984). Russell and colleagues developed a connectedness scale to measure “the extent to which a television program influences the personal and social aspects of the viewer’s life” (=-=Russell, Norman, & Heckler, 2004-=-). In a large sample of participants, ages 12 and older, connectedness was positively related to long-term recall of product placements and the ability to imagine characters as consumers of real brand...

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...esearch based on television programs, for instance, has shown that individuals who have developed strong relationships with a particular program are more likely to engage in WOMC around that program (=-=Russell, Norman, & Heckler, 2004-=-). The concept of a relationship between an individual and a product or even a topic is distinct from involvement, in that any given individual can maintain a high level of involvement with a particul...

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...ment with the television character, then this willscontribute to the formation and change of consumers' attitudes toward consumption and attitudesalignment with the product.s(Russell and Stern, 2006; =-=Russell, Norman, and Heckler, 2004-=-)sJournal of Management and Marketing ResearchsProduct placement effectiveness, Page 16sContinuous Improvement of the Measurement of a Product Placement’s WorthsMarketers are increasingly pressured to...

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...aring websites in particular. Our final contribution is that we add to the understanding of how the appreciation of the content (i.e., the video in which they are embedded) impacts consumer responses to placed brands. Researchers have emphasized the need for integrative frameworks that include both placement characteristics and perceptions of the content surrounding the placement [Balasubramanian et al. 2006]. Indeed, research in traditional media has shown that consumers’ responses to brand placements are contingent upon contextual factors such as the level of parasocial connectedness [e.g., Russell et al. 2004] and content liking [e.g., Cowley & Barron 2008]. Building on these studies, we examine the moderating role of viewers’ liking of the video on their responses to the brands appearing in the video. In the following section, we develop hypotheses based on relevant celebrity endorsement and brand placement frameworks. We then discuss the results of an experimental study, in which prominence and celebrity endorser expertise were manipulated to create four versions of a video which was posted on YouTube. The paper concludes with implications for practitioners, limitations, and suggestions for furt...

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... many other forms exist, and brandedsentertainment has grown to include every major media form.sResearch on brandedsentertainment has included products placed on television (La Ferle & Edwards, 2006;s=-=Russell, Norman, & Heckler, 2004-=-), in movies (Lubbers & Adams, 2004), magaziness(Keenan et al., 1995), video games (Bannan, 2005; Nelson, 2002; Ron & Weigold,s1997) song lyrics (Paoletta, 2006; Schemer et al., 2006), novels (Nelson,...

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...hatsdegree the participant identifi ed with the individuals found in the rap music videos. This scaleshas been validated and found to be a reliablesmeasure of individuals’ identifi cation with medias(=-=Russell, Norman, & Heckler, 2004-=-). Participantsswere asked to choose one of the videos from theslist of 30 to use as a point of reference while answering the questions related to identifi cation.sWe performed a confi rmatory factor ...

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... University of Texas at San Antonio M ention the subject of television effects to consumer psychologists andthey would likely assume you are referring to advertising. With only afew exceptions (e.g., =-=Russell, Norman, & Heckler, 2004-=-), most consumer research has focused on understanding how advertising works and what makes it effective. However, these are intended effects. What have gone relatively unnoticed in consumer research ...