Article2001

Music marketing: music consumption imagery in the UK and New Zealand

Brett A. S. Martin · Celeste A. McCracken

17 citations0/0 files storedJournal of Consumer Marketing

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

This research examines cross-country differences in marketing imagery. Marketing imagery in music videos broadcast in the UK and New Zealand are studied. Results suggest that UK music videos have more brand references, fashion imagery, darkside products and role model behaviour outcomes than New Zealand music shows. Pop music marketing references are mainly visual while hard rock has more darkside products, brand references and punishment outcomes.

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References

1977Content Analysis in Consumer Research 1981The Application and Misapplication of Factor Analysis in Marketing Research 1979Television and Interpersonal Influences on Adolescent Consumer Learning 1997Ethics and Target Marketing: The Role of Product Harm and Consumer Vulnerability 1986The Adolescent Audience for Music Videos and Why They Watch 1994A Content Analysis of Animation and Animated Spokes-Characters in Television Commercials 1998To Zap or Not to Zap: A Study of the Determinants of Channel Switching During Commercials 1991Constructing personality and social reality through music: Individual differences among fans of punk and heavy metal music

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2016You are charging your friend a fee? The influence of brand relationship norms on consumer judgments 2015Consumo y educación musical informal de estudiantes mexicanos a través de TIC

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