{"title":"音乐录影带中品牌知名度与音乐涉入对品牌回忆的影响","authors":"Irenia Binardi Wijaya, Cokki Cokki","doi":"10.24912/v1i2.576-585","DOIUrl":null,"url":null,"abstract":"Research in developing countries is still limited, especially regarding product placement in Korean music. This study aims to determine the effect of brand prominence and music involvement on brand recall. This study used the pre-test and post-test experimental method. The Korean music video, namely \"It G Ma\", was presented to 55 students. The results showed that participants tended to have a stronger brand recall on prominent product placements when they had known the brand before, and music involvement does not affect brand recall.","PeriodicalId":367304,"journal":{"name":"International Journal of Application on Economics and Business","volume":"11 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2023-08-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"THE EFFECT OF BRAND PROMINENCE AND MUSIC INVOLVEMENT ON BRAND RECALL IN MUSIC VIDEO\",\"authors\":\"Irenia Binardi Wijaya, Cokki Cokki\",\"doi\":\"10.24912/v1i2.576-585\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Research in developing countries is still limited, especially regarding product placement in Korean music. This study aims to determine the effect of brand prominence and music involvement on brand recall. This study used the pre-test and post-test experimental method. The Korean music video, namely \\\"It G Ma\\\", was presented to 55 students. The results showed that participants tended to have a stronger brand recall on prominent product placements when they had known the brand before, and music involvement does not affect brand recall.\",\"PeriodicalId\":367304,\"journal\":{\"name\":\"International Journal of Application on Economics and Business\",\"volume\":\"11 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2023-08-06\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"International Journal of Application on Economics and Business\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.24912/v1i2.576-585\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Application on Economics and Business","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.24912/v1i2.576-585","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0
摘要
在发展中国家的研究仍然有限，特别是关于韩国音乐中的产品植入。本研究旨在探讨品牌显著性与音乐涉入对品牌回忆的影响。本研究采用前测和后测的实验方法。韩国音乐录影带《It G Ma》被颁发给55名学生。结果表明，当参与者之前对该品牌有所了解时，他们对突出的广告植入有更强的品牌记忆，而音乐参与对品牌记忆没有影响。
THE EFFECT OF BRAND PROMINENCE AND MUSIC INVOLVEMENT ON BRAND RECALL IN MUSIC VIDEO
Research in developing countries is still limited, especially regarding product placement in Korean music. This study aims to determine the effect of brand prominence and music involvement on brand recall. This study used the pre-test and post-test experimental method. The Korean music video, namely "It G Ma", was presented to 55 students. The results showed that participants tended to have a stronger brand recall on prominent product placements when they had known the brand before, and music involvement does not affect brand recall.
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