The positive effect of green versus conventional brand placement: The roles of brand warmth and persuasion knowledge

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).