To market, to market: How creative treatments of in-store branded content impact sales

Joann Sciarrino and John Prudente
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Joann Sciarrino: Stan Richards School of Advertising and Public Relations in the Moody College at University of Texas at Austin, USA
John Prudente: Stan Richards School of Advertising and Public Relations in the Moody College at University of Texas at Austin, USA

Journal of Brand Strategy, 2020, vol. 9, issue 1, 75-90

Abstract: This paper explores the effect of creative treatments for in-store branded content (also known as branded entertainment) on beer and wine sales for 48 campaigns across 85 grocery outlets. The effectiveness of creative treatments for in-store, at-shelf branded content, has been little researched. Study 1 measured test brand sales of in-store, at-shelf branded content versus same brand sales for no in-store, at-shelf branded content (control). Study 2 utilised factor analysis to uncover the underlying dimensions of the creative treatments for the test brands. Study 3 utilised partial least-squares structural equation modelling (PLS-SEM) to assess the importance and contribution of creative treatments on sales of the test brands during the campaign period. Data reveals that, despite the crowded visual environment of grocery retailers, in-store, at-shelf branded content for selected beer and wine brands had significantly higher sales versus the pre-campaign or control condition, with the creative treatments of empathy, emotion and message, film quality and local/sustainable garnering the strongest positive imputed relationships to sales.

Keywords: branded content; product promotion; point of purchase; digital out of home video; retail marketing (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2020:v:9:i:1:p:75-90

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