Article2020

Brand Placement in a Movie Song and its Impact on Brand Equity

23 citations0/0 files storedJournal of Promotion Management

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

Abstract

The article aims to find out the impact of brand name used in the movie song lyrics on its brand equity, consumer attitude, and brand personality. It is a primary research, which consists of Part (A) that examines the attitude toward brand placed in the movie song; Part (B) relates to the measurement of brand personality and Part (C) examines the brand equity before and after seeing the brand in the movie song. The brand name in the movie song improved brand personality, brand equity, consumer attitude, and purchase intention and thus, can be extended in large film producers countries too

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References

1957A Theory of Cognitive Dissonance 1985From Intentions to Actions: A Theory of Planned Behavior 2017A Theory of Cognitive Dissonance 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 1995Building Strong Brands 2007Research Methods for Business 2000Strategic Brand Management: Building, Measuring, and Managing Brand Equity.1989Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process

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2022The effect of movie and television placements

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