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

Nathalie Dens, Patrick De Pelsmacker and Yann Verhellen

Journal of Business Research, 2018, vol. 83, issue C, 151-159

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.

Keywords: Brand placement; Program sponsorship; Branded entertainment; Field study; Brand recall; Brand attitude (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:83:y:2018:i:c:p:151-159

DOI: 10.1016/j.jbusres.2017.10.036

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