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Better together? Harnessing the power of brand placement through program sponsorship messages

Journal Contribution - Journal Article

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.
Journal: Journal of business research
ISSN: 0148-2963
Volume: 83
Pages: 151 - 159
Publication year:2018
Keywords:A1 Journal article
BOF-keylabel:yes
BOF-publication weight:2
CSS-citation score:2
Authors from:Higher Education
Accessibility:Open