Music and its multitude of meanings: Exploring what makes brand placements in music videos authentic

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Abstract: Despite the ubiquity of music in consumers' lives and its potential to sell nonmusical products, qualitative research examining brand placements in music is rather limited. Especially absent is research on consumers' perceptions of brand placements in music videos. This study serves to address our understanding of brand placements in music and music videos by examining how consumers interpret music and brand placement in music videos. Using a naturalistic methodology and representative informant comments, we explain how music videos can help build loyalty, introduce brands, and reinforce or modify consumers' knowledge about brands. In addition, we introduce the concept of "authenticity of brand reference'' and explain how consumers assess the credibility of a brand placements in music videos. We conclude by discussing the findings and identifying related managerial implications.

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