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

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
Main Authors: Banerski Grzegorz, Biele Cezary, Awdziej Marcin, Kaczyński Adam, Molenda Sylwester
Format: Article
Language:English
Published: Emerald Publishing 2021-06-01
Series:Central European Management Journal
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