Publication
Title
The short- and long-term impact of brand placement in an advertiser-funded TV program on viewers' attitudes toward the sponsor brand and its main competitor
Author
Abstract
The present research investigates how viewers' liking of an advertiser-funded television program (AFP) influences viewers' attitude toward the brand that sponsors the program and its main competitor through a field study at two points in time (Nwave1 = 529 and Nwave2 = 256). An AFP is a television program which is fully sponsored by and built around a sponsoring brand. We test how the perceived program-sponsor brand fit moderates the effect of program liking one week and one month after the program finale. Program liking positively impacts brand attitude for the sponsor, and this effect becomes weaker over time. Program-sponsor brand fit reinforces the positive effect of program liking on brand attitude, especially in the longer term. In the longer term, program liking of an AFP also positively impacts viewers' attitude toward the main competitor of the sponsor.
Language
English
Source (journal)
International journal of advertising. - London
Publication
London : 2016
ISSN
0265-0487
1759-3948 [online]
Volume/pages
35:6(2016), p. 932-948
ISI
000386942500003
Full text (Publisher's DOI)
Full text (open access)
Full text (publisher's version - intranet only)
UAntwerpen
Faculty/Department
Research group
Publication type
Subject
Affiliation
Publications with a UAntwerp address
External links
Web of Science
Record
Identification
Creation 11.03.2016
Last edited 14.08.2017
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