Identifying With the Brand Placed in Music Videos Makes Me Like the Brand

Abstract

Three studies are reported here, designed to answer two questions: (1) Does self-congruity influence brand attitude in music video product placements? (2) If so, under what conditions? Three correlational studies were conducted to answer these questions. Study 1 demonstrates the self-congruity effect of product placement in music videos: Consumers who experience high levels of self-congruity with the brand personality are more likely to have a favorable attitude toward that brand than those who experience low self-congruity with the same brand personality. The second study hypothesized that the self-congruity effect is likely to be stronger under high than under low conditions of involvement with the celebrity musician. However, the results showed that self-congruity had a main effect on brand attitude with no interaction with involvement with the celebrity musician. The third study hypothesized that the self-congruity effect is also more evident under high than under low conditions of congruence between the brand and musician. The results showed that self-congruity had a main effect on brand attitude with no interaction with congruence between the brand and musician.

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