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Brand placement in music videos: the effect of brand prominence and artist connectedness on brand recall and brand attitude

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Abstract
This study uses a 2 by 2 between subjects factorial design to investigate the impact of brand prominence and artist connectedness on brand placement effectiveness in music videos. The results show that brand prominence has a positive effect on brand recall, regardless of the respondents’ connectedness to the artist. Furthermore, when respondents do not identify themselves with the artist, brand prominence does not influence brand attitude, but when respondents identify themselves with the artist in the music video, the attitude toward the music video is higher for prominent than for subtle brands.
Keywords
advertising, music video, Brand placement

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Chicago
Hudders, Liselot, Veroline Cauberghe, Katarina Panic, Tine Faseur, and Eva Zimmerman. 2012. “Brand Placement in Music Videos: The Effect of Brand Prominence and Artist Connectedness on Brand Recall and Brand Attitude.” In Research in Advertising, 11th International Conference, Proceedings.
APA
Hudders, L., Cauberghe, V., Panic, K., Faseur, T., & Zimmerman, E. (2012). Brand placement in music videos: the effect of brand prominence and artist connectedness on brand recall and brand attitude. Research in Advertising, 11th International conference, Proceedings. Presented at the 11th International conference on Research in Advertising (ICORIA 2012) : The changnig rolse of avderitsing.
Vancouver
1.
Hudders L, Cauberghe V, Panic K, Faseur T, Zimmerman E. Brand placement in music videos: the effect of brand prominence and artist connectedness on brand recall and brand attitude. Research in Advertising, 11th International conference, Proceedings. 2012.
MLA
Hudders, Liselot, Veroline Cauberghe, Katarina Panic, et al. “Brand Placement in Music Videos: The Effect of Brand Prominence and Artist Connectedness on Brand Recall and Brand Attitude.” Research in Advertising, 11th International Conference, Proceedings. 2012. Print.
@inproceedings{2950819,
  abstract     = {This study uses a 2 by 2 between subjects factorial design to investigate the impact of brand prominence and artist connectedness on brand placement effectiveness in music videos. The results show that brand prominence has a positive effect on brand recall, regardless of the respondents{\textquoteright} connectedness to the artist. Furthermore, when respondents do not identify themselves with the artist, brand prominence does not influence brand attitude, but when respondents identify themselves with the artist in the music video, the attitude toward the music video is higher for prominent than for subtle brands.},
  author       = {Hudders, Liselot and Cauberghe, Veroline and Panic, Katarina and Faseur, Tine and Zimmerman, Eva},
  booktitle    = {Research in Advertising, 11th International conference, Proceedings},
  keyword      = {advertising,music video,Brand placement},
  language     = {eng},
  location     = {Stockholm, Sweden},
  pages        = {10},
  title        = {Brand placement in music videos: the effect of brand prominence and artist connectedness on brand recall and brand attitude},
  year         = {2012},
}