%0 Journal Article 
%T Efectos de los emplazamientos de marca real y enmascarada en el comportamiento del consumidor: un experimento exploratorio
%J ESTUDIOS GERENCIALES;Vol. 30 No. 133 Octubre/Diciembre 2014
%D 2014
%@ 01235923
%U http://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/1885
%X 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.
%K Facultad de Ciencias Administrativas y Económicas
%K Producción intelectual registrada - Universidad Icesi
%K Marcas
%K Consumidores
%K Comportamiento del consumidor
%K Medios de comunicación
%~ GOEDOC, SUB GOETTINGEN