Although brand placements are frequently associated with media characters within movies or TV series, and viewers are well known to relate to such characters, previous research has scarcely dealt with media characters' influence on brand placement effects. Addressing this, two studies investigate the influence of parasocial interactions with media characters on perceptions of brands related to media characters. The first study applied a 1 £ 2 between-subjects design, assuming that positively represented characters elicit greater parasocial interaction and, subsequently, more favourable brand attitudes compared with negatively represented characters. The results confirm the assumed indirect effect. A second study was able to replicate the first study's findings in a different setting and to introduce brand familiarity as an important moderator of the mediation found in the first and second study (moderated mediation). The underlying mechanism and implications are discussed.

Television viewers attend to sports programs primarily to gain emotional rewards. As not only wins but also defeats are inherently rooted in sport competitions, television viewers can be positively as well as negatively affected in their feelings when watching sports on television. Interestingly, some studies were able to show that the feelings evoked by watching sport television also influence viewers’ judgments, following feeling-as-information theory. The present study builds on these results by investigating the mood effect of viewing televised football Fédération Internationale de Football Association World Cup games on personal as well as economic estimations of viewers. A quasi-experimental design was employed, assessing the moods and estimations of viewers before and after a win and a defeat of the German national team. The results support feeling-as-information theory, as viewers reported enhanced mood and estimations after watching the victory. Results of previous studies are extended, as longer term effects are included and the mediating role of mood was explicitly tested and supported.

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