Giving a shout out to Seagram's gin

Extent of and attitudes towards brands in popular songs

Federico De Gregorio, Youngjun Sung

Research output: Contribution to journalArticle

16 Citations (Scopus)

Abstract

Two exploratory studies were conducted regarding the extent of and attitudes towards brands in popular songs. A longitudinal analysis of 3476 top 10 songs from 1955 to 2002 reveals an increase in brand mentions over the five decades, with a noticeable spike beginning in 1995, and the dominance of automotive, alcohol, and fashion brands. A survey of consumers indicates that respondents perceive music placements less positively than film placements, yet not negatively overall. Furthermore, they consider hip-hop/rap as the most appropriate music genre for brand placement, followed by pop and country. Implications and directions for research on this under-studied area are provided.

Original languageEnglish
Pages (from-to)218-235
Number of pages18
JournalJournal of Brand Management
Volume17
Issue number3
DOIs
Publication statusPublished - 2009 Dec 1
Externally publishedYes

Fingerprint

Placement
Music
Longitudinal analysis
Alcohol
Exploratory study

Keywords

  • Attitudes
  • Music
  • Product placement
  • Survey

ASJC Scopus subject areas

  • Strategy and Management
  • Marketing

Cite this

Giving a shout out to Seagram's gin : Extent of and attitudes towards brands in popular songs. / De Gregorio, Federico; Sung, Youngjun.

In: Journal of Brand Management, Vol. 17, No. 3, 01.12.2009, p. 218-235.

Research output: Contribution to journalArticle

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