Brand Placement in Music Videos: Effectiveness in UK, Spain and Italy: El ‘brand placement’ en los videos musicales: efectividad en Reino Unido, España e Italia

Sara Piazzolla; Irene García Medina; Marián Navarro-Beltrá

doi:10.33732/ixc/11/02Brandp

Autores/as

Sara Piazzolla Glasgow Caledonian University http://orcid.org/0000-0003-4552-2905
Irene García Medina Glasgow Caledonian University http://orcid.org/0000-0003-4424-3357
Marián Navarro-Beltrá Universidad Católica de Murcia (UCAM) http://orcid.org/0000-0002-6898-569X

DOI:

https://doi.org/10.33732/ixc/11/02Brandp

Palabras clave:

emplazamiento de marca, vídeos musicales, conocimiento de marca, recuerdo de marca, familiaridad de marca, estudio intercultural

Resumen

El brand placement es utilizado como una estrategia publicitaria alternativa. Este estudio de caso tuvo como objetivo investigar su eficacia en videos musicales en Reino Unido, España e Italia a través de encuestas. La primera pregunta de investigación tuvo como objetivo determinar el grado de asociación entre la nacionalidad y la familiaridad con la marca. Los resultados mostraron una asociación direccional para la mitad de las marcas anunciadas. La segunda pregunta de investigación tuvo como objetivo determinar la correlación entre la familiaridad con la marca y su recuerdo. Este estudio demostró que cuanto más familiar es una marca, más probable resulta que se recuerde después de ver un video musical. La tercera pregunta de investigación tuvo como objetivo preguntar a los participantes si después de ver el vídeo musical eran más conscientes de las marcas que no conocían. Los resultados mostraron respuestas similares de participantes que estaban de acuerdo o en desacuerdo con la declaración y se obtuvieron resultados similares para la muestra italiana y la británica. Se podría concluir pues que el brand placement en videos musicales es especialmente efectivo en determinadas culturas y situaciones.

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