Davtyan, Davit; Cunningham, Isabella; Tashchian, Armen - In: European Journal of Marketing 55 (2020) 2, pp. 420-443
Purpose: This paper aims to investigate the effects of brand placement repetition in music videos on consumers’ memory, brand attitudes and behavioral intentions, as well as, explores the effective frequency needed to achieve optimal advertising impact. Design/methodology/approach: The...