Let It Rock: the Effects of Brand Name Placement in Songs on Attitudes Toward the Artist and the Brand

Bruno Kocher, University of Lausanne, Switzerland
Marco Lalos, University of Lausanne, Switzerland
Among the various types of hybrid messages, product placement appears as one of the most widely used and constitutes the object of this research. Focusing on brand placement in song lyrics, this paper analyses its particular influence over consumers' attitude toward the brand and the artist. Several factors identified in the literature for their importance were manipulated through two experiments: The congruence of the artist-brand dyad, as well as the communication strength and valence. This research delivers novel results for academics, practitioners and artists in the context of product placement in songs, and sets the basis for further research.
[ to cite ]:
Bruno Kocher and Marco Lalos (2008) ,"Let It Rock: the Effects of Brand Name Placement in Songs on Attitudes Toward the Artist and the Brand", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 769-770.