How Branded Entertainment Shapes Consumers' Brand Attitudes: Evidence from an Advertiser-Funded Program

How Branded Entertainment Shapes Consumers' Brand Attitudes: Evidence from an Advertiser-Funded Program

Yann Verhellen (University of Antwerp, Belgium), Nathalie Dens (University of Antwerp, Belgium) and Patrick De Pelsmacker (University of Antwerp, Belgium)
DOI: 10.4018/978-1-4666-8342-6.ch010
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Abstract

This chapter investigates how consumers' brand attitudes are influenced by an advanced form of branded entertainment: the Advertiser-Funded Program. Based on prior work on brand placement, hybrid advertising, and branded entertainment, a model is constructed that captures the interplay of three key determinants of brand attitudes: program liking, viewing frequency, and program connectedness. Results indicate that liking of the program is transferred to brand attitudes. This effect is complementarily mediated by connectedness with the program but not by viewing frequency. The chapter concludes with a discussion of implications for theory and practice and provides an overview of potential avenues for future research.
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Theoretical Background And Hypotheses

In order to explain how AFPs can influence viewers’ brand attitudes, we resort to theoretical constructs established in prior research on the effects of product placement: program liking (Cowley & Barron, 2008), and program connectedness (Russell, Norman, & Heckler, 2004a). Additionally, we also investigate the effect of the frequency of exposure to the program. The research model is presented in Figure 1.

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