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

Sonia Capelli 1 Laurene Fayolle 1 William Sabadie 1
1 Centre de Recherche Magellan
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.
Keywords : Placement collaborative placement branded entertainment collaborative branded entertainment brand image
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Journal articles
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https://hal-univ-lyon3.archives-ouvertes.fr/hal-01388970
Contributor : Sonia Capelli <>
Submitted on : Thursday, October 27, 2016 - 6:10:35 PM
Last modification on : Monday, December 2, 2019 - 12:23:49 PM

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Sonia Capelli, Laurene Fayolle, William Sabadie. When placement becomes collaborative branded entertainment: the case of music concerts. International Journal of Arts Management, HEC Montréal. Chair in Arts Management, 2016, 18 (3), pp.37-49. ⟨hal-01388970⟩

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