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

Author

Listed:
  • Banerski Grzegorz

    (National Information Processing Institute, Laboratory of Interactive Technologies, 188B Niepodległości Ave, Warsaw 00-608, Poland)

  • Biele Cezary

    (National Information Processing Institute, Laboratory of Interactive Technologies, 188B Niepodległości Ave, Warsaw 00-608, Poland)

  • Awdziej Marcin

    (Kozminski University, 57 Jagiellońska St, 03-301Warsaw, Poland)

  • Kaczyński Adam

    (Kantar Polska S.A., 9 Konesera Sq., Warsaw 03-736, Poland)

  • Molenda Sylwester

    (Discovery Polska S.A., 12 Bielańska St, Warsaw 00-085, Poland)

Abstract

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

Suggested Citation

  • Banerski Grzegorz & Biele Cezary & Awdziej Marcin & Kaczyński Adam & Molenda Sylwester, 2021. "Should Advertisers Avoid Controversial TV Content? Female Viewer Loyalty and Purchase Intent in the Context of Targeted Sponsorship Vignettes," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 29(2), pages 2-32, June.
    • Handle: RePEc:vrs:jmbace:v:29:y:2021:i:2:p:2-32:n:4
    DOI: 10.7206/cemj.2658-0845.44
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    References listed on IDEAS

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    More about this item

    Keywords

    sponsorship vignette; loyalty; purchase intentions; controversial program; media context; congruence;
    All these keywords.

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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