TY  - JOUR 
TI  - Efectos de los emplazamientos de marca real y enmascarada en el comportamiento del consumidor: un experimento exploratorio
JO  - ESTUDIOS GERENCIALES;Vol. 30 No. 133 Octubre/Diciembre 2014
PB  - Universidad Icesi
PY  - 2014
issn 01235923
AB  - 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.
KW  - Facultad de Ciencias Administrativas y Económicas
KW  - Producción intelectual registrada - Universidad Icesi
KW  - Marcas
KW  - Consumidores
KW  - Comportamiento del consumidor
KW  - Medios de comunicación
UR  - http://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/1885
ER  -