Article2020

Effectiveness of brand placements in music videos on viewers’ brand memory, brand attitude and behavioral intentions

Davit Davtyan · Isabella C. M. Cunningham · Armen Tashchian

44 citations0/0 files storedEuropean Journal of Marketing

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

Abstract

Purpose This paper aims to investigate the effects of brand placement repetition in music videos on consumers’ memory, brand attitudes and behavioral intentions, as well as, explores the effective frequency needed to achieve optimal advertising impact. Design/methodology/approach The proposed hypotheses and research questions were tested using an experimental approach. Participants watched a block of music videos containing various levels of brand placement repetitions. Afterward, participants completed a questionnaire designed to measure memory, brand attitudes and behavioral intentions. Findings At low levels (below 4–5 exposures), the repetition of a brand placement has a positive effect on brand memory, brand attitudes, intentions to buy and to recommend the brand to others. However, further increases in repetition had detrimental effects on brand attitudes and purchase intentions, but not on memory measures. Additionally, the effects of brand placement repetition on brand attitudes and memory measures were moderated by respondents’ brand familiarity. Research limitations/implications The effects of brand placements were measured through explicit tests that refer to the placement event. Researchers are encouraged to test suggested propositions by using implicit tests. Practical implications The results of this study can serve as guidance for marketing practitioners on optimal ways to integrate their brands into the contents of mass media programming. Originality/value Despite the increasing usage of music videos in marketing promotions, limited scholarship explores the effects of placing consumer brands in this promising medium. Current research addresses this gap and contributes both to brand placement literature and scholarship on advertising repetition.

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References

1987Dimensions of Consumer Expertise 1994The Persuasion Knowledge Model: How People Cope with Persuasion Attempts 2000The Limited Capacity Model of Mediated Message Processing 1965The Impact of Television Advertising: Learning Without Involvement 1999Commercial Friendships: Service Provider-Client Relationships in Context 2002How perceived brand globalness creates brand value 1985Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgments 1977The Impact of Physically Attractive Models on Advertising Evaluations

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2022Impact of brand familiarity on attitude formation: insights and generalizations from a meta-analysis 2022Predicting crowdfunding success with visuals and speech in video ads and text ads 2022Disentangling effects of subjective and objective characteristics of advertising music 2021Product Placement and Integrated Marketing Communications Effects on an Informational TV Program

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