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

Author

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  • Dens, Nathalie
  • De Pelsmacker, Patrick
  • Verhellen, Yann

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.

Suggested Citation

  • Dens, Nathalie & De Pelsmacker, Patrick & Verhellen, Yann, 2018. "Better together? Harnessing the power of brand placement through program sponsorship messages," Journal of Business Research, Elsevier, vol. 83(C), pages 151-159.
    • Handle: RePEc:eee:jbrese:v:83:y:2018:i:c:p:151-159
    DOI: 10.1016/j.jbusres.2017.10.036
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    3. Babin, Barry J. & Herrmann, Jean-Luc & Kacha, Mathieu & Babin, Laurie A., 2021. "The effectiveness of brand placements: A meta-analytic synthesis," International Journal of Research in Marketing, Elsevier, vol. 38(4), pages 1017-1033.
    4. Coker, Kesha K. & Altobello, Suzanne A., 2018. "Product placements in social settings: The impact of coviewing on the recall of placed brands," Journal of Business Research, Elsevier, vol. 87(C), pages 128-136.
    5. Hofman-Kohlmeyer Magdalena, 2021. "Brand-Related User-Generated Content in Simulation Video Games: Qualitative Research Among Polish Players," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 29(1), pages 61-87, March.

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