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Celebrities and Music and Brand Recall Cues - An Experimental Study of TV Commercials
Jönköping University, Jönköping International Business School, JIBS, Business Administration.ORCID iD: 0000-0002-0514-6194
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
2015 (English)In: Advances in Social Sciences Research Journal, ISSN 2055-0286, Vol. 2, no 10, 174-190 p.Article in journal (Refereed) Published
Abstract [en]

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.

Place, publisher, year, edition, pages
Manchester, UK: Society for Science and Education , 2015. Vol. 2, no 10, 174-190 p.
Keyword [en]
TV commercials, brand recall, celebrities, music, familiarity
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-29178DOI: 10.14738/assrj.210.1531OAI: oai:DiVA.org:hj-29178DiVA: diva2:896696
Available from: 2016-01-22 Created: 2016-01-22 Last updated: 2016-01-22Bibliographically approved

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