How to pass the courvoisier? An experimental study on the effectiveness of brand placements in music videos Ghent University
Purpose: The current study examines the effectiveness of brand integrations in music videos by taking into account the impact of both brand placement characteristics (i.e., brand prominence, valence of artist-brand relationship) and audience characteristics (i.e., artist connectedness). Methodology: A 2 (Prominence: prominent vs. subtle) by 2 (Valence: Positive vs. negative) by 2 (Connectedness: high vs. low) between-subjects experimental design ...