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Title
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Better together? Harnessing the power of brand placement through program sponsorship messages
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Author
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Abstract
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| In two field studies, this article investigates the potential benefits of combining brand placement with program sponsorship messages vis-a-vis brand placement or program sponsorship messages only in terms of brand recall and brand attitude. Study 1 presents a quasi-natural experiment in which respondents (n = 334) are randomly exposed to a full-length episode of a television program corresponding to one of four conditions (control group, brand placement only, program sponsorship messages only, brand placement plus program sponsorship messages). Study 2 replicates the findings by measuring responses of viewers (n = 7629) to 19 real-life campaigns for 15 brands that ran across 8 branded entertainment shows on Belgian commercial television. The results of both studies indicate a positive effect of combining brand placement with program sponsorship messages on brand recall, but not brand attitude. |
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Language
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English
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Source (journal)
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Journal of business research. - New York
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Publication
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New York
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2018
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ISSN
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0148-2963
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DOI
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10.1016/J.JBUSRES.2017.10.036
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Volume/pages
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83
(2018)
, p. 151-159
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ISI
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000424964900014
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Full text (Publisher's DOI)
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Full text (open access)
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Full text (publisher's version - intranet only)
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