Dr. Barry Babin. The Effectiveness of Brand Placements.

Today we’re speaking with Dr. Barry Babin. He received his Ph.D. from LSU in 1991 and is now the Morris Lewis Professor and Chair of Marketing at the Ole Miss Business School.  Barry’s expertise centers on research methodologies aimed at leveraging customer experience into value.

This episode focuses on the efficacy of brand placement and is based upon an article that appeared in the International Journal of Research Marketing which he co-authored with Dr. Jean-Luc Herrmann, Dr. Laurie A. Babin and Dr. Mathieu Kacha.

Topics include:

• Why it is useful to use meta-analysis and how it is different from a literature review.
• The efficacy of brand placement in video content compared to brand placement in text-based content.
• If disclosing a brand placement has a negative impact on consumer attitudes about the brand.
• The surprising findings concerning the relationship between a brand placement memory and brand salience.
• Why Reese’s Pieces might have gotten more lift with their ET brand placement than if M&Ms had landed the role.
• Why you might want to read the script before you decide to place your product.

Click here for the paper.

The Up Next podcast’s access to this content is courtesy of the International Journal of Research in Marketing, an international, double-blind peer-reviewed journal for marketing academics and practitioners. IJRM aims to contribute to the marketing discipline by providing high-quality, original research which advances marketing knowledge and techniques. As marketers increasingly draw on diverse and sophisticated methods, IJRM‘s target audience is comprised of marketing scholars, practitioners (e.g., marketing research and consulting professionals) and policymakers.

IJRM  aims to be at the forefront of the marketing field with a particular emphasis on bringing timely ideas to market. The journal embraces innovative research with the potential to spur future research and influence practice. Hence, it welcomes contributions in various aspects of marketing. The editors, while accepting a wide array of scholarly contributions from different disciplinary approaches, especially encourage research that is novel, visionary or path breaking.

Dr. Barry Babin (corresponding author) is Morris Lewis Professor and Chair of Marketing at the Ole Miss Business School, and the Executive Director of the Academy of Marketing Science (AMS). He has authored over 100 professional publications with research appearing in the International Journal of Wine Business Research, Journal of the Academy of Marketing Science, Journal of Marketing, Journal of Retailing, Journal of Business Research (JBR), Journal of Consumer Research, European Journal of Marketing, and many others (h-index = 82). Barry served as Marketing Section Editor for JBR for over 15 years and received the Michel Laroche Award in return for his contribution. He is an AMS Distinguished Fellow and recipient of the prestigious Harold W. Berkman Distinguished Service Award. Barry is author/coauthor of several leading books including CB: A Consumer Value Framework, Multivariate Data Analysis, and Exploring/Essentials of Marketing Research. He also has received University recognition for outstanding mentorship of graduate students.

Article Co-Authors:

Dr. Jean-Luc Herrmann is Full Professor of Marketing and Head of the CEREFIGE Research Center at the University of Lorraine, France. His research interests focus on marketing communication, especially on advertising, sponsorship and product placement effects. His research has been published in International Journal of Research in Marketing, Journal of Advertising, Journal of Business Research, European Journal of Marketing, International Journal of Advertising, Journal of Consumer Marketing and Recherche et Applications en Marketing (RAM, the French leading marketing journal), among others. He serves as an Associate Editor for the Journal of Advertising Research since 2017, and served recently as Guest (co)Editor for the JBR Special Issue on « Corroborating Empirical Evidence from Published Marketing Research ». He was the French Marketing Association (AFM) Vice-President for publications (20218-2020) and is currently responsible for developing relationships with the Academy of Marketing Science community. He serves on the AMS Board of Governors since 2016 and served as Program Co-Chair for the 2016 AMS World Marketing Congress in Paris.

Dr. Laurie A. Babin is an Instructional Associate Professor of Business at the University of Mississippi (“Ole Miss”). Before joining the Ole Miss faculty in 2019, she held Professor of Marketing positions at the University of Louisiana Monroe and at the University of Southern Mississippi. Her research has been published in the International Journal of Research in Marketing, Journal of Business Research, Journal of Advertising, Psychology & Marketing, Journal of Marketing Education, Business Ethics Quarterly, International Journal of Advertising, Journal of Consumer Marketing, Journal of Legal Studies in Business, and several national and international conference proceedings.

Dr. Mathieu Kacha is Associate Professor of Marketing and Deputy Head of the research group in marketing of the CEREFIGE Research Center at the University of Lorraine, France. His research interests focus on persuasive communication. He has published articles in various journals such as International Journal of Research in Marketing, Journal of Business Research, Journal of Advertising, European Journal of Marketing, International Journal of Advertising, International Journal of Retail & Distribution Management, Journal of Consumer Marketing, and Recherche et Applications en Marketing. He is member of the editorial review board of Journal of Advertising Research. He regularly serves as track co-chair for the Annual Conference of the Academy of Marketing Science and he is involved in the French Marketing Association (AFM).

Follow & Learn More:

International Journal of Research in Marketing

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 Dr. Barry J. Babin (corresponding author)

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• AMS profile
• Google Scholar profile

Dr. Jean-Luc Herrmann

• University Page
• Google Scholar

Dr. Laurie Babin

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• University Page

 Dr. Mathieu Kacha

• University Page
• Google Scholar

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