The influence of branded, in-store infotainment on consumer perceptions of brand likeability, purchase intention, loyalty and brand attachment

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/.