Identifying With the Brand Placed in Music Videos Makes Me Like the Brand
Document Type
Article
Publication Date
1-1-2016
Publication Title
Journal of Current Issues and Research in Advertising
Volume
37
Issue
1
First page number:
45
Last page number:
58
Abstract
Three studies are reported here, designed to answer two questions: (1) Does self-congruity influence brand attitude in music video product placements? (2) If so, under what conditions? Three correlational studies were conducted to answer these questions. Study 1 demonstrates the self-congruity effect of product placement in music videos: Consumers who experience high levels of self-congruity with the brand personality are more likely to have a favorable attitude toward that brand than those who experience low self-congruity with the same brand personality. The second study hypothesized that the self-congruity effect is likely to be stronger under high than under low conditions of involvement with the celebrity musician. However, the results showed that self-congruity had a main effect on brand attitude with no interaction with involvement with the celebrity musician. The third study hypothesized that the self-congruity effect is also more evident under high than under low conditions of congruence between the brand and musician. The results showed that self-congruity had a main effect on brand attitude with no interaction with congruence between the brand and musician. © 2016, © American Academy of Advertising.
Language
English
Repository Citation
Krishen, A.,
Sirgy, M. J.
(2016).
Identifying With the Brand Placed in Music Videos Makes Me Like the Brand.
Journal of Current Issues and Research in Advertising, 37(1),
45-58.
http://dx.doi.org/10.1080/10641734.2015.1119768