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

Authors

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

Keywords:

Brand Placement, Music Videos, Brand Awareness, Brand Recall, Brand Familiarity, Cross-cultural Study

Abstract

Brand placement is used as an alternative advertising strategy. This case study aimed at investigating its efficacy in music videos in the UK, Spain and Italy through surveys. The first research question aimed at determining the degree of association between nationality and brand familiarity. Results have reported a directional association for half the brands advertised. The second research question aimed at determining the correlation between brand familiarity and brand recall. This study demonstrated that the greater the familiarity of the brand, the more likely it is to be recalled after watching a music video. The third research question aimed at determining whether participants were more aware of brands that they had not previously heard of after watching the music videos. Results showed similar responses of participants either agreeing or disagreeing with the statement and similar results were obtained for the Italian and British samples. It could be concluded that brand placement in music videos is especially effective in certain cultures and situations.

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