Thesis (Ph.D.) - Cairo University - Faculty of Commerce - Department of Business Administration

This study aims to investigating the impact of different advertising formats (i.e., traditional video advertisement versus creative formats, which are in-game advertising and product placement in movies) on children{u2019}s attitude towards sports brands. The researcher drew a comparison among the three investigated formats based on their impact on children{u2019}s cognitive response (measured by brand recall), children affective response (measured by emotional responses), children{u2019}s behavioral responses (measured by purchase intentions and requests), in addition to, overall brand attitudes. Moreover, the researcher investigated the moderating effects of children{u2019}s age and their previous direct and indirect brand experience. This study applied a web-based between subjects experimental design among a non-probability snowball sample of 133 children aged from 6 to 13 years old (with the presence and approval of their parents). The experimental manipulation consisted of exposure to one of three different types of advertising formats (i.e., TV advertisement for a sports brand, product placement in a movie, in-game advertisement). And then, children answered a short questionnaire designed using simple measurements and visual cues measuring children{u2019}s cognitive, affective, and behavioral responses, in addition to, their overall brand attitude. The findings showed that high levels of brand recall, brand liking, behavioral responses, and overall positive attitudes resulted from the three advertising formats. But the highest levels were detected for children, who were exposed to video advertisement (i.e., traditional advertising format) and lower levels were detected after the exposure to untraditional (or creative) formats represented by the product placement in movies and in-game advertising. Moreover, the results showed that there is a significant different impact of the investigated advertising formats on children{u2019}s attitude towards sports brands and that children with no previous experience with the advertised brand are affected differently by each advertising format. On the other hand, the findings showed that children age doesn{u2019}t moderated the impact of different formats on children{u2019}s attitude towards sports brands.The results of this study draw theoretical and managerial implications. On the theoretical front, this study draw a comparison between the traditional commonly investigated formats (i.e., TV advertising) and new advertising formats (e.g., in-game advertising and product placement in movies)

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