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

Central European Management Journal

Molenda Sylwester¹  Kaczyński Adam²  Awdziej Marcin³  Biele Cezary⁴  Banerski Grzegorz⁴ 

[1] Discovery Polska S.A., 12 Bielańska St, Warsaw 00-085, Poland;Kantar Polska S.A., 9 Konesera Sq., Warsaw 03-736, Poland;Kozminski University, 57 Jagiellońska St, 03-301Warsaw, Poland;National Information Processing Institute, Laboratory of Interactive Technologies, 188B Niepodległości Ave, Warsaw 00-608, Poland;

关键词: sponsorship vignette;    loyalty;    purchase intentions;    controversial program;    media context;    congruence;    m37;   

DOI  :  10.7206/cemj.2658-0845.44

来源: DOAJ

【 摘 要 】

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

【 授权许可】

Unknown