中文摘要：

植入广告突破了传统广告的限制,将广告做到内容里,产生了良好的营销效果。通过实证方法从品牌资产角度探讨植入广告的传播效果及其影响因素,发现广告植入类型对品牌资产中的品牌意识、品牌联想产生了显著影响,而对感知质量、品牌忠诚的影响不显著;广告植入关联度与品牌意识、感知质量、品牌联想和品牌忠诚均呈明显的正相关关系;受众对植入广告的态度能显著调节植入关联度对品牌资产各个维度的影响,对广告植入类型在品牌资产各个维度上的影响只起部分调节作用。因而,企业应根据广告目的和资金条件选择合适的广告植入方式,提高植入广告的关联度,为消费者带来愉悦的品牌体验。

英文摘要：

Product placement breaks the limit of traditional advertisements by placing the advertisements inside the show,thus achieving good marketing effect. This study studies product placement＇s communication effect and how its influence factors act from the perspective of brand equity by empirical analysis method.The results are as follows： the modality of product placement has a significant impact on brand consciousness and brand association,but has no effect on perceived quality and brand loyalty; product placements of different correlation degrees differ in brand consciousness,perceived quality,brand association and brand loyalty greatly; According to the different attitudes towards product placement,correlation degrees of product placement have a different and significant impact on four dimensions of brand equity,but the modality of product placement has only a part of impact on brand equity. So companies should select appropriate ways of product placement according to the purpose of advertising and financing conditions and improve the correlation degree of product placement to make the product placement bring the pleasant brand experience for consumers.