search query: @indexterm TELEVISION INDUSTRY / total: 201
reference: 54 / 201
| Author: | d'Astous, A. Seguin, N. |
| Title: | Consumer reactions to product placement strategies in television sponsorship |
| Journal: | European Journal of Marketing
1999 : VOL. 33:9/10, p. 896-910 |
| Index terms: | MARKETING SPONSORSHIP TELEVISION INDUSTRY |
| Language: | eng |
| Abstract: | The given paper reports the results of an experimental study that examines the impact of different strategies of product placement on consumer reactions in the context of television sponsorship. Four factors were manipulated: type of placement, sponsor's image, type of television program and sponsor-program congruity. The article uses a factorial design comprising these four factors, which was operationalised by means of 12 brief written vignettes. |
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