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The Impact of Brand Name Placement in Song Lyrics on Brand Attitudes: Does the Attitude toward the Artist Matter?

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Book cover Advances in Advertising Research (Vol. 2)

Abstract

As the overload of advertising in traditional media is causing annoyance with the audience (Fennis and Bakker, 2001) leading to advertising avoidance (Woltman-Elpers et al., 2003), marketers are exploring various new ways to convey brand-related messages to consumers. One of the proposed techniques is product or brand (name) placement, which is defined as the incorporation of a brand name into an entertainment vehicle (Ferraro and Avery, 2000). Past research concerning product placement mainly focused on product and brand name placement in movies (Babin and Carder, 1996; d’Astous and Chartier, 2000; Wiles and Danielova, 2009; Yang and Roskos-Ewoldsen, 2007), television programs (Gould and Gupta, 2006; La Ferle and Edwards, 2006; Matthes et al., 2007; Russell, 2002; Russell and Stern, 2006; Van Reijmersdal et al., 2007), music videos (Schemer et al., 2008), games (Lee and Faber, 2007; Mackay et al., 2009; Nelson, 2002; Schneider and Cornwell, 2005) or novels (Brennan, 2008; Friedman, 1985). Recent academic research suggests that brand placement can be implemented by including brand names in song lyrics (Delattre and Colovic, 2009), which often occurs in practice.

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Authors and Affiliations

  1. University College Ghent, Belgium

    Yves Van Vaerenbergh, Dieneke Van de Sompel, Neal Van Loock & Iris Vermeir

Authors
  1. Yves Van Vaerenbergh
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  2. Dieneke Van de Sompel
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  3. Neal Van Loock
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  4. Iris Vermeir
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Shintaro Okazaki

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© 2011 Gabler Verlag | Springer Fachmedien Wiesbaden GmbH

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Van Vaerenbergh, Y., Van de Sompel, D., Van Loock, N., Vermeir, I. (2011). The Impact of Brand Name Placement in Song Lyrics on Brand Attitudes: Does the Attitude toward the Artist Matter?. In: Okazaki, S. (eds) Advances in Advertising Research (Vol. 2). Gabler. https://doi.org/10.1007/978-3-8349-6854-8_2

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