The influence of branded, in-store infotainment on consumer perceptions of brand likeability, purchase intention, loyalty and brand attachment
Abstract
This paper analyses how in-store branded infotainment — often referred to as content marketing or branded entertainment — affects consumer attitudes. Focusing on four different wine and spirits brand videos displayed across ten grocery stores, the study examines the seldom-explored link between how consumers’ perceptions of these brands (in terms of familiarity, trust, etc) and their resulting attitudes towards purchase intention and brand attachment. The findings identify five positive and significant attitudinal latent variables that contribute to brand likeability, which, in turn, significantly influences purchase intentions, loyalty and brand attachment. The implications of this paper emphasise the necessity for marketers to craft branded content videos that not only tell unique, trustworthy, altruistic and transparent stories but also to include these factors in their content evaluation metrics to foster favourable consumer attitudes and strengthen brand relationships. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
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Author's Biography
Joann Sciarrino is a Professor of Marketing and the Director of the Master of Business Administration in the Department of Business, Franciscan University of Steubenville. Sciarrino is an advertising and marketing practitioner and a scholar with more than 32 peer-reviewed published articles, book chapters and books in marketing analytics, content marketing and brand attachment. Prior to joining the Franciscan University, Sciarrino was a professor of advertising, the Nelson Chair and the Co-Director of the Nelson Center for Brand and Demand Analytics, The University of Texas at Austin (UT Austin). Prior to UT Austin, she was the Knight Chair of Digital Advertising and Marketing at The University of North Carolina at Chapel Hill. Prior to academia, Sciarrino served as the Executive Vice President for BBDO North America, where she provided research, analytics and modelling solutions for many global brands, including AT&T, Starbucks, Hyatt, FedEx and L’Oreal.
John J. Prudente is a Senior Research Associate at the Stan Richards School of Advertising and Public Relations, The University of Texas at Austin. He has more than a dozen years of experience managing online marketing campaigns and departments at both mid-market companies and non-profit organisations. He holds a master’s degree in public administration from The University of North Carolina at Greensboro.
