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