Music and its multitude of meanings : exploring what makes brand placements in music videos authentic
Year of publication: |
March 2017
|
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Authors: | Burkhalter, Janée N. ; Curasi, Carolyn Folkman ; Thornton, Corliss G. ; Donthu, Naveen |
Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 24.2017, 2, p. 140-160
|
Subject: | brand placement | entertainment | hip-hop music | qualitative research | authenticity of brand reference | product placement | music videos | Werbung | Advertising | Musik | Music | Product Placement | Product placement | Niederlande | Netherlands | Markenführung | Brand management | Werbewirkung | Advertising effects | Musikwirtschaft | Music industry | Konsumentenverhalten | Consumer behaviour |
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