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- W2765202920 abstract "In two field studies, this article investigates the potential benefits of combining brand placement with program sponsorship messages vis-à-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." @default.
- W2765202920 created "2017-11-10" @default.
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- W2765202920 date "2018-02-01" @default.
- W2765202920 modified "2023-10-17" @default.
- W2765202920 title "Better together? Harnessing the power of brand placement through program sponsorship messages" @default.
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- W2765202920 doi "https://doi.org/10.1016/j.jbusres.2017.10.036" @default.
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