Must be the Music: Examining the Placement Effects of Character-Brand Association and Brand Prestige on Consumer Brand Interest within the Music Video Context

Abstract

First introduced as a way to promote an artist's music, the music video now serves as a communication tool that influences viewers’ consumption patterns across a variety of product categories. Through the use of a quasi-experiment, the effects of the artist-brand relationship and brand prestige on consumer brand interest are examined. Findings indicate that characteristics of the focal brand as well as the brand's link with an individual in the video may especially impact a consumer's interest in owning a brand. Managerial and scholarly implications are also advanced.