Les effets automatiques du parrainage télévisuel sur la marque: étude de la mésattribution de la familiarité, du transfert sémantique et de l'influence des émotions déclenchées par le programme

Abstract : Thanks to an experimentation, this research studies nonconscious effects of two broadcast sponsorships on attitude toward a new brand. This brand sponsors two quasi-identical broadcasts: there is almost only one difference between them, their emotional content. Effects are recorded with indirect measures. The impact of humorous broadcast sponsorship (with two exposures) on brand is manifest and positive. The sad broadcast has no influence: the intensity of emotions has produced irrelevant thoughts which prevent the processing of the closing credits sponsor billboard. Results are in line with the new familiarity-misattribution model. No automatic transfer of semantic attributes from broadcasting to brand image is observed.
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Journal articles
Recherche et Applications en Marketing, 2000, 15 (1), pp.39-61


http://archivesic.ccsd.cnrs.fr/sic_00001304
Contributor : Didier Courbet <>
Submitted on : Tuesday, February 26, 2008 - 6:00:48 PM
Last modification on : Tuesday, February 26, 2008 - 10:00:32 PM

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Didier Courbet. Les effets automatiques du parrainage télévisuel sur la marque: étude de la mésattribution de la familiarité, du transfert sémantique et de l'influence des émotions déclenchées par le programme. Recherche et Applications en Marketing, 2000, 15 (1), pp.39-61. <sic_00001304v2>

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