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. 2018 Jun 14;8:9117. doi: 10.1038/s41598-018-27294-4

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© The Author(s) 2018

Open Access This article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made. The images or other third party material in this article are included in the article’s Creative Commons license, unless indicated otherwise in a credit line to the material. If material is not included in the article’s Creative Commons license and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this license, visit http://creativecommons.org/licenses/by/4.0/.

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Behavioural results indicated that the two factors of brand placement led to significant differences in awareness, preference, and purchasing desire. (A) Under the NREBPL condition, awareness of SSBPL was significantly higher than that of MSBPL (p < 0.001). (B) Under the SSBPL condition, awareness of NREBPL was significantly higher than that of REBPL (p < 0.001). (C) Preference of the REBPL condition was significantly higher than that of NREBPL (p < 0.001); preference of the MSBPL condition was significantly higher than that of SSBPL (p < 0.05). (D) There was no significant difference in purchasing desire between the REBPL and NREBPL conditions (p > 0.05), and between the MSBPL and SSBPL conditions (p > 0.05).