Abstract
Two exploratory studies were conducted regarding the extent of and attitudes towards brands in popular songs. A longitudinal analysis of 3476 top 10 songs from 1955 to 2002 reveals an increase in brand mentions over the five decades, with a noticeable spike beginning in 1995, and the dominance of automotive, alcohol, and fashion brands. A survey of consumers indicates that respondents perceive music placements less positively than film placements, yet not negatively overall. Furthermore, they consider hip-hop/rap as the most appropriate music genre for brand placement, followed by pop and country. Implications and directions for research on this under-studied area are provided.
Original language | English |
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Pages (from-to) | 218-235 |
Number of pages | 18 |
Journal | Journal of Brand Management |
Volume | 17 |
Issue number | 3 |
DOIs | |
Publication status | Published - 2009 Dec |
Externally published | Yes |
Keywords
- Attitudes
- Music
- Product placement
- Survey
ASJC Scopus subject areas
- Strategy and Management
- Marketing