Janée N. Burkhalter

Advertising to the beat: An analysis of brand placements in hip-hop music videos

Hip-hop is a multi-billion-dollar industry influencing everything from fashion to advertising. The current study documents the overwhelming presence of brands in hip-hop music videos. Through the use of content analysis, we capture not only the branded products and their associated categories, but also the execution and connotation of those placements. Findings indicate that over 93% of all hip-hop videos contained some reference to branded products varying in prominence, prestige and consumption. Further, brand managers have many opportunities available with respect to brand placement in hip-hop – several of those opportunities are highlighted herein.

Yo DJ, That’s My Brand: An Examination of Consumer Response to Brand Placements in Hip-Hop Music

This study examines the impact of hip-hop culture identity and the role of product congruency in brand placement in music. By using original songs to conduct a 2 (prominence) × 2 (hip-hop culture identity) × 2 (congruence) experiment, the authors establish that brand prominence positively impacts memory; thus, brands that appear in a songs chorus may be recalled more often than those appearing in the verse. A significant interaction between prominence and congruence revealed that subtly placing incongruent brands may enhance brand attitudes; however, contrary to extant literature, highly prominent placements of congruent brands enhance brand attitudes. While no significant interaction between hip-hop culture identity (HHCI) and congruence was found, individuals with high levels of HHCI had more positive attitudes toward the congruent brand despite exposure to said brand.

Maximizing Commerce and Marketing Strategies through Micro-Blogging

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

First introduced as a way to promote an artists 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 brands link with an individual in the video may especially impact a consumers interest in owning a brand. Managerial and scholarly implications are also advanced.

Choice and Conflict Between Sacred and Secular Music: A Conversation Piece for Teaching Marketing Ethics

The marketing discipline is generally concerned with finding and satisfying consumers with an explicit or latent demand for a product; however, myriad ethical issues exist in relation to marketers and their markets must be addressed (Brenkert, 2008). Recently, business and marketing educators have taken substantially greater interest in helping students understand how moral standards are applied to marketing decisions, practices, and institutions (Weber, 1990). Indeed, with this heightened interest, there are opportunities today to highlight ethical issues that have generally gone unnoticed or unaddressed in the past. Focusing on popular musical entertainment, we aim to create an ethics-oriented conversation piece about the personal struggles (sacred v. secular music) faced by religious churchgoers who comprise a significant proportion of music producers and music consumers. Giving particular emphasis on the Black Christian church, a primary source of the gospel and blues music that has driven rock, r&b, and pop music, we hope to highlight a largely unaddressed ethical phenomenon within a vital subculture of American society.

Is This What i Think it is? The Frontal Lobe and Influences on Taste

The present study is to investigate consumers’ willingness to switch from a preferred manufacturer brand to an unfamiliar private-label brand if taste is perceived as identical. Consumer decisions are examined through EEGs and surveys with results revealing a switch. Cost saving options for consumers and advertising for managers are discussed.