Should Advertisers Avoid Controversial TV Content? Female Viewer Loyalty and Purchase Intent in the Context of Targeted Sponsorship Vignettes

Grzegorz BanerskiCezary BieleMarcin AwdziejAdam KaczyńskiSylwester Molenda2025-07-252025-07-2520212658-084510.7206/cemj.2658-0845.44https://repozytorium.kozminski.edu.pl/handle/item/1671CC-BY-4.0sponsorship vignetteloyaltypurchase intentionscontroversiall programmedia contextcongruencesponsorship vignetteloyaltypurchase intentionscontroversiall programmedia contextcongruenceShould Advertisers Avoid Controversial TV Content? Female Viewer Loyalty and Purchase Intent in the Context of Targeted Sponsorship VignettesShould Advertisers Avoid Controversial TV Content? Female Viewer Loyalty and Purchase Intent in the Context of Targeted Sponsorship VignettesArticle