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

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

Bibliographic Details
Published in:Central European Management Journal
Main Authors: Banerski Grzegorz, Biele Cezary, Awdziej Marcin, Kaczyński Adam, Molenda Sylwester
Format: Article
Language:English
Published: Emerald Publishing 2021-06-01
Subjects:
sponsorship vignette
loyalty
purchase intentions
controversial program
media context
congruence
m37
Online Access:https://doi.org/10.7206/cemj.2658-0845.44

Internet

https://doi.org/10.7206/cemj.2658-0845.44

Similar Items