Since 2014
Celebrities and Music and Brand Recall Cues - An Experimental Study of TV Commercials
Advances in Social Sciences Research Journal
View Archive Info| Field | Value | |
| Title |
Celebrities and Music and Brand Recall Cues - An Experimental Study of TV Commercials
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| Creator |
Müllern, Tomas
Irinca, Andreea Morawietz, Anne Pajarskaite, Milda |
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| Subject |
Business administration; advertising
TV commercials; brand recall; celebrities; music; familiarity — |
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| Description |
This article reports on an aided brand recall experiment testing the effect of celebrities compared to popular music in TV advertisements. The effect of three cues, celebrity, music, and celebrity + music, was analysed and crosschecked with the moderating effect of familiarity with the cues. The results show a stronger effect of the celebrity cue compared to music. Familiarity with the celebrity leads to higher recall than non-familiarity, whereas the results for familiarity with the music are inconsistent with stronger recall for non-familiar music for some of the cues. The results enrichen the understanding of how celebrities and music can be used as advertising cues.
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| Publisher |
Advances in Social Sciences Research Journal
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| Contributor |
—
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| Date |
2015-10-27
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| Type |
info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion Peer-reviewed Article |
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| Format |
application/pdf
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| Identifier |
http://www.scholarpublishing.org/index.php/ASSRJ/article/view/1531
10.14738/assrj.210.1531 |
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| Source |
Advances in Social Sciences Research Journal; Vol 2, No 10 (2015): Advances in Social Sciences Research Journal
10.14738/assrj.210.2015 |
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| Language |
eng
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| Relation |
http://www.scholarpublishing.org/index.php/ASSRJ/article/view/1531/847
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