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    Tytuł:
    Should Advertisers Avoid Controversial TV Content? Female Viewer Loyalty and Purchase Intent in the Context of Targeted Sponsorship Vignettes
    Autorzy:
    Banerski, Grzegorz
    Biele, Cezary
    Awdziej, Marcin
    Kaczyński, Adam
    Molenda, Sylwester
    Powiązania:
    https://bibliotekanauki.pl/articles/1934213.pdf
    Data publikacji:
    2021
    Wydawca:
    Akademia Leona Koźmińskiego w Warszawie
    Tematy:
    sponsorship vignette
    loyalty
    purchase intentions
    controversial program
    media context
    congruence
    Opis:
    Purpose: This study aims to investigate whether controversial TV content impacts the effects of non – standard advertising such as sponsorship vignette among female viewers. Methodology: The present study used two field experiments (n = 222; n = 219) conducted as a Computer-Assisted Web Interview (CAWI) questionnaire, during which video material was presented. The study manipulated controversial and non-controversial and the variable of congruence and incongruence – through the argument of video material in the form of TV programs and advertising spots. Results: The empirical investigation revealed that controversial and incongruent content does not necessarily alter the effect of a sponsorship vignette. Loyal viewers who consistently follow programs were found to have higher purchase intent than less loyal ones. Implications: The results suggest that advertisers should consider placing their messages in the context of controversial TV programming, which does not have to be congruent with the ads displayed. Limitations: The stimuli applied in the studies were arbitrary, to a certain extent. The study did not investigate program’s about sex that fit the definition of controversiality. Originality/value: The study contributes to the existing literature on ad–content congruence by investigating consumer responses to innovative ad format: the sponsorship vignette. We investigated how specific content watched in longer periods of time (i.e. a series) may impact the advertising effectiveness of embedded sponsorship vignettes. This approach allowed us to demonstrate the importance of viewers’ loyalty towards a TV program, resulting in a change of the level of purchase intent of advertised product.
    Źródło:
    Central European Management Journal; 2021, 29(2); 2-32
    2658-0845
    2658-2430
    Pojawia się w:
    Central European Management Journal
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    Perception of Euro in Poland – Economic and Psychological Factors
    Autorzy:
    Matyja, Marcin
    Matyja, Dorota
    Przybyszewski, Krzysztof
    Banerski, Grzegorz
    Powiązania:
    https://bibliotekanauki.pl/articles/417352.pdf
    Data publikacji:
    2014-12-15
    Wydawca:
    Akademia Leona Koźmińskiego w Warszawie
    Tematy:
    euro perception
    economic factors
    psychological factors
    euro changeover
    factor analysis
    objectives of exploratory
    Opis:
    Purpose: Diagnosis of the opportunities and threats associated with the introduction of the euro in Poland was the main focus of this study. The research had two main objectives: exploratory and operational. The exploratory objective was to capture the structure of convictions affecting Poles’ attitudes toward the introduction of the euro. The operational objective was to verify which of those convictions have the most influence on the lack of support for the introduction of the euro. Methodology: The research was conducted with a national random sample (n=509) of Polish citizens. The CAPI/ CASI face-to-face questionnaire was used. Findings: There exists a multi-level structure of attitudes towards the euro. The attitude toward the introduction of the euro is explained by attitudes toward the euro and the Polish zloty, perceived gains and losses from introduction of the euro and life attitudes. One cannot force another individual to support the introduction of the euro. However, one can act upon the convictions of the nation, which has a major impact on raising euro acceptance. The most impact is from strengthening of national beliefs, which strongly and positively affect the level of euro acceptance, whereas any reduction lowers the acceptance of the introduction of a new currency. Limitations: As any other social phenomena, money perception is very dynamic and dependent on current political and social issues. Therefore, despite the fact that the model seems to define the factors and their influence on euro perception very accurately, it is essential that every time it is applied, the current state of mind of the society is measured. Furthermore, additional research should be conducted for groups deviating from the average results for the society. Originality: The practical aspect of this research is the opportunity to point out convictions, which need to be modified to increase euro acceptance.
    Źródło:
    Management and Business Administration. Central Europe; 2014, 22, 4; 3-25
    2084-3356
    Pojawia się w:
    Management and Business Administration. Central Europe
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
      Wyświetlanie 1-2 z 2

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