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

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.



Citation:

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.

Authors

Bruno Kocher, University of Lausanne, Switzerland
Marco Lalos, University of Lausanne, Switzerland



Volume

NA - Advances in Consumer Research Volume 35 | 2008



Share Proceeding

Featured papers

See More

Featured

From Novice to Know-it-All: How Google-Based Financial Learning Affects Financial Confidence and Decisions

Adrian Ward, University of Texas at Austin, USA
Tito L. H. Grillo, University of Texas at Austin, USA
Philip M. Fernbach, University of Colorado, USA

Read More

Featured

I’m Just Trying to Help: How Volunteers’ Social Media Posts Alter Support for Charitable Organizations

Michelle Daniels, Arizona State University, USA
Kirk Kristofferson, Ivey Business School
Andrea Morales, Arizona State University, USA

Read More

Featured

Associative versus Relational Processing: The Role of Elaboration in Evaluative Conditioning

Xiaomeng Fan, Northwestern University, USA
Galen V. Bodenhausen, Northwestern University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.