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To market, to market: How creative treatments of in-store branded content impact sales

Author

Listed:
  • Sciarrino, Joann

    (Stan Richards School of Advertising and Public Relations in the Moody College at University of Texas at Austin, USA)

  • Prudente, John

    (Stan Richards School of Advertising and Public Relations in the Moody College at University of Texas at Austin, USA)

Abstract

This paper explores the effect of creative treatments for in-store branded content (also known as branded entertainment) on beer and wine sales for 48 campaigns across 85 grocery outlets. The effectiveness of creative treatments for in-store, at-shelf branded content, has been little researched. Study 1 measured test brand sales of in-store, at-shelf branded content versus same brand sales for no in-store, at-shelf branded content (control). Study 2 utilised factor analysis to uncover the underlying dimensions of the creative treatments for the test brands. Study 3 utilised partial least-squares structural equation modelling (PLS-SEM) to assess the importance and contribution of creative treatments on sales of the test brands during the campaign period. Data reveals that, despite the crowded visual environment of grocery retailers, in-store, at-shelf branded content for selected beer and wine brands had significantly higher sales versus the pre-campaign or control condition, with the creative treatments of empathy, emotion and message, film quality and local/sustainable garnering the strongest positive imputed relationships to sales.

Suggested Citation

  • Sciarrino, Joann & Prudente, John, 2020. "To market, to market: How creative treatments of in-store branded content impact sales," Journal of Brand Strategy, Henry Stewart Publications, vol. 9(1), pages 75-90, June.
    • Handle: RePEc:aza:jbs000:y:2020:v:9:i:1:p:75-90
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    More about this item

    Keywords

    branded content; product promotion; point of purchase; digital out of home video; retail marketing;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

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