Should Advertisers Avoid Controversial TV Content? Female Viewer Loyalty and Purchase Intent in the Context of Targeted Sponsorship Vignettes

Banerski Grzegorz (), Biele Cezary (), Awdziej Marcin (), Kaczyński Adam () and Molenda Sylwester ()
Additional contact information
Banerski Grzegorz: National Information Processing Institute, Laboratory of Interactive Technologies, 188B Niepodległości Ave, Warsaw 00-608, Poland
Biele Cezary: National Information Processing Institute, Laboratory of Interactive Technologies, 188B Niepodległości Ave, Warsaw 00-608, Poland
Awdziej Marcin: Kozminski University, 57 Jagiellońska St, 03-301Warsaw, Poland
Kaczyński Adam: Kantar Polska S.A., 9 Konesera Sq., Warsaw 03-736, Poland
Molenda Sylwester: Discovery Polska S.A., 12 Bielańska St, Warsaw 00-085, Poland

Journal of Management and Business Administration. Central Europe, 2021, vol. 29, issue 2, 2-32

Abstract: Purpose: This study aims to investigate whether controversial TV content impacts the effects of non – standard advertising such as sponsorship vignette among female viewers.

Keywords: sponsorship vignette; loyalty; purchase intentions; controversial program; media context; congruence (search for similar items in EconPapers)
JEL-codes: M37 (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:jmbace:v:29:y:2021:i:2:p:2-32:n:4

DOI: 10.7206/cemj.2658-0845.44

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