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...

Purpose: Marketers are increasing their use of digital strategies and prioritizing digital tactics, although the effectiveness digital video advertising (DVA) has not been examined empirically. The purpose of this research is to suggest that it is useful for advertisers to consider theories of...