Brand Placement in Music VideosEffectiveness in UK, Spain and Italy: El ‘brand placement’ en los videos musicales: efectividad en Reino Unido, España e Italia

  1. Piazzolla, Sara 1
  2. García Medina, Irene 1
  3. Navarro-Beltrá, Marián 2
  1. 1 Glasgow Caledonian University
    info

    Glasgow Caledonian University

    Glasgow, Reino Unido

    ROR https://ror.org/03dvm1235

  2. 2 Universidad Católica de Murcia (UCAM)
Revista:
Index.comunicación: Revista científica en el ámbito de la Comunicación Aplicada

ISSN: 2174-1859

Año de publicación: 2021

Volumen: 11

Número: 2

Páginas: 135-163

Tipo: Artículo

DOI: 10.33732/IXC/11/02BRANDP DIALNET GOOGLE SCHOLAR

Otras publicaciones en: Index.comunicación: Revista científica en el ámbito de la Comunicación Aplicada

Resumen

El brand placement es utilizado como una estrategia publicitaria alternativa. Este estudio de caso tuvo como objetivo investigar su eficacia en videos musicales en Reino Unido, España e Italia a través de encuestas. La primera pregunta de investigación tuvo como objetivo determinar el grado de asociación entre la nacionalidad y la familiaridad con la marca. Los resultados mostraron una asociación direccional para la mitad de las marcas anunciadas. La segunda pregunta de investigación tuvo como objetivo determinar la correlación entre la familiaridad con la marca y su recuerdo. Este estudio demostró que cuanto más familiar es una marca, más probable resulta que se recuerde después de ver un video musical. La tercera pregunta de investigación tuvo como objetivo preguntar a los participantes si después de ver el vídeo musical eran más conscientes de las marcas que no conocían. Los resultados mostraron respuestas similares de participantes que estaban de acuerdo o en desacuerdo con la declaración y se obtuvieron resultados similares para la muestra italiana y la británica. Se podría concluir pues que el brand placement en videos musicales es especialmente efectivo en determinadas culturas y situaciones.

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