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 competitorThe 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
Faculty/Department
Faculty of Applied Economics
Research group
Marketing
Publication type
article
Publication
London,
Subject
Economics
Mass communications
Source (journal)
International journal of advertising. - London
Volume/pages
35(2016):6, p. 932-948
ISSN
0265-0487
ISI
000386942500003
Carrier
E
Target language
English (eng)
Full text (Publishers DOI)
Affiliation
University of Antwerp
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.
E-info
https://repository.uantwerpen.be/docman/iruaauth/e8552f/131687.pdf
Handle