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When placement becomes collaborative branded entertainment: the case of music concerts

Author

Listed:
  • Sonia Capelli

    (Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

  • Laurene Fayolle

    (Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

  • William Sabadie

    (Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

Abstract

Product placement during a music concert can be either collaborative placement (members of the audience co-produce the message) or branded entertainment (the artist puts the brand at the centre of his or her creation). The authors of this article compare four kinds of message by means of an in vivo experiment: sponsorship, branded entertainment, collaborative placement and collaborative branded entertainment. Collaborative branded entertainment is found to produce a more positive brand image for the audience compared to the other three types of message.

Suggested Citation

  • Sonia Capelli & Laurene Fayolle & William Sabadie, 2016. "When placement becomes collaborative branded entertainment: the case of music concerts," Post-Print hal-01388970, HAL.
    • Handle: RePEc:hal:journl:hal-01388970
    as

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