The Impact of Brand Name Placement in Song Lyrics on Brand Attitudes: Does the Attitude toward the Artist Matter?

2011 ◽  
pp. 21-33 ◽  
Author(s):  
Yves Van Vaerenbergh ◽  
Dieneke Van de Sompel ◽  
Neal Van Loock ◽  
Iris Vermeir
Keyword(s):  
Brand Attitudes ◽  
Brand Name ◽  
Song Lyrics ◽  
The Impact

Consumer reactions to paid versus unpaid brand name placement in song lyrics

2017 ◽  
Vol 26 (2) ◽  
pp. 151-158 ◽  
Author(s):  
Yves Van Vaerenbergh
Keyword(s):  
Brand Names ◽  
Brand Awareness ◽  
Brand Attitudes ◽  
Brand Name ◽  
Negative Effects ◽  
Consumer Awareness ◽  
Content Type ◽  
Positive Effects ◽  
Consumer Reactions ◽  
Song Lyrics

Purpose More and more artists mention brand names in their song lyrics; yet, their motivation to do so might differ. While some artists mention brand names out of brand love, other artists mention brand names against financial compensation. As media often discloses such brand name placements, the purpose of this paper is to explore consumer reactions to paid versus unpaid brand name placements in song lyrics. Design/methodology/approach A three-group between-subjects experiment (paid brand name placement, unpaid brand name placement, control group) tests the effects of brand name placement disclosures in song lyrics on brand attitudes and brand awareness. The song was developed specifically for the purpose of this study. Findings Consumer awareness about paid brand name placements in song lyrics has positive effects on brand awareness, while having no negative effects on brand attitudes. More specifically, consumer brand awareness is significantly higher in the paid brand name placement condition than in the unpaid brand name placement condition, or the control condition. Brand attitudes increased in both the paid and unpaid brand name placement conditions, compared to the control condition. Originality/value This paper contributes to a better understanding of brand name placement in song lyrics. Counterintuitively, consumer awareness about paid brand name placements in song lyrics actually has positive effects on consumers’ brand awareness and no negative effects on brand attitudes. Moreover, any disclosure – regardless of whether it concerns a paid or unpaid brand name placement – increases brand attitudes. This study thus shows that marketing managers should not fear media disclosing brand name placements in song lyrics.

scholarly journals Assessing cigarette packaging and labelling policy effects on early adolescents: results from a discrete choice experiment

2020 ◽  
pp. tobaccocontrol-2019-055463
Author(s):  
Inti Barrientos-Gutierrez ◽  
Farahnaz Islam ◽  
Yoo Jin Cho ◽  
Ramzi George Salloum ◽  
Jordan Louviere ◽  
...  
Keyword(s):  
Discrete Choice Experiment ◽  
Discrete Choice ◽  
Choice Experiment ◽  
Early Adolescents ◽  
Interactive Effects ◽  
Brand Name ◽  
Warning Label ◽  
Plain Packaging ◽  
Tobacco Marketing ◽  
The Impact

IntroductionCigarette packaging is a primary channel for tobacco advertising, particularly in countries where traditional channels are restricted. The current study evaluated the independent and interactive effects of cigarette packaging and health warning label (HWL) characteristics on perceived appeal of cigarette brands for early adolescents in Mexico.MethodsA discrete choice experiment (DCE) was conducted with early adolescents, aged 12–14 years (n=4251). The DCE involved a 3×25 design with six attributes: brand (Marlboro, Pall Mall, Camel), tobacco flavour (regular, menthol), flavour capsule (none, 1 or 2 capsules), presence of descriptive terms, branding (vs plain packaging), HWL size (30%, 75%) and HWL content (emphysema vs mouth cancer). Participants viewed eight sets of three cigarette packs and selected a pack in each set that: (1) is most/least attractive, (2) they are most/least interested in trying or (3) is most/least harmful, with a no difference option.ResultsParticipants perceived packs as less attractive, less interesting to try and more harmful if they had plain packaging or had larger HWLs, with the effect being most pronounced when plain packaging is combined with larger HWLs. For attractiveness, plain packaging had the biggest influence on choice (43%), followed by HWL size (19%). Interest in trying was most influenced by brand name (34%), followed by plain packaging (29%). Perceived harm was most influenced by brand name (30%), followed by HWL size (29%).ConclusionIncreasing the size of HWLs and implementing plain packaging appear to reduce the appeal of cigarettes to early adolescents. Countries should adopt these policies to minimise the impact of tobacco marketing.

Overcoming resistance to product rebranding

2015 ◽  
Vol 24 (6) ◽  
pp. 621-632 ◽  
Author(s):  
Véronique Collange ◽  
Adrien Bonache
Keyword(s):  
Indirect Effect ◽  
Consumer Attitudes ◽  
Higher Order ◽  
Brand Name ◽  
Negative Effects ◽  
Marketing Practice ◽  
Content Type ◽  
Name Change ◽  
Marketing Managers ◽  
The Impact

Purpose – The purpose of this article is to understand how and why consumers resist or accept product rebranding. It seeks to identify and to quantify the drivers of attitudes toward this marketing practice to guide marketing managers in the execution of an effective changeover. Design/methodology/approach – The research is conducted in three stages. First, a qualitative study is run among 45 consumers to identify variables that might influence attitudes toward product rebranding. Second, a review of literature on the emotion of surprise is carried out to specify the relationships between the variables previously identified and to formulate hypotheses. Third, a quantitative study is conducted among 480 consumers to test the hypotheses and to quantify the impact of each variable. Findings – Surprise impacts attitudes toward product rebranding through a three-way process (automatic, higher-order cognitive, higher-order affective): a direct negative effect, an indirect effect mediated by incomprehension about the reasons for the change and an indirect effect mediated by the negative emotions generated by the change. Moreover, trust in firms diminishes the negative effects of anger, fear and sadness on attitudes toward product rebranding. Research limitations/implications – The research offers a better understanding of processes involved in the building of consumer attitudes toward brand name change. However, it only constitutes a first step in the attempt to understand the phenomena. Practical implications – This practice of brand name change is increasingly popular, but marketing managers are skeptical about the best way to implement it. The paper provides a better understanding of consumer reactions to product rebranding, so that marketing managers can make better decisions. It reveals guidance for successful brand name changes. Originality/value – This paper is the first to propose and to test a comprehensive model of the mental processes involved in the building of consumer attitudes toward product rebranding.

Modeling the implicit brand: capturing the hidden drivers

2017 ◽  
Vol 26 (6) ◽  
pp. 600-615 ◽  
Author(s):  
Marco Vriens ◽  
Alessandro Martins Alves
Keyword(s):  
Durable Goods ◽  
Implicit Attitudes ◽  
Response Style ◽  
Brand Attitudes ◽  
Content Type ◽  
Explicit Attitudes ◽  
Brand Building ◽  
Implicit Data ◽  
The Impact ◽  
Practical Implications

Purpose This paper aims to investigate modeling implicit attitudes as potential drivers of overall brand attitudes and stated behavior and investigate how the results are expected to be different from brand driver models that are based on explicit attitudes. Design/methodology/approach Data are collected via online surveys in five countries across 15 categories with sample sizes for each category/country combination in the range of about N = 1,000. Findings Implicit attitudes result in a higher number of significant effects than their explicit counterparts when used to explain behavioral intentions, brand closeness and brand usage in a multivariate situation with potential 12 brand attitude drivers. The authors also find fewer counter-intuitive effects in the implicit models. The results are consistent across 5 countries and across 15 categories (including CPG products, services and durable goods). They also show that implicit attitudes are less susceptible to response style effects (e.g. social desirability bias). Research limitations/implications The findings have implications for brand building and shopper activation. Further research should look into the impact of using implicit data on finding different brand segmentation and brand mapping results. Practical implications The findings have implications for brand building and shopper activation. Originality/value This paper contributes to the fast-growing field of implicit attitudes. The paper confirms and generalizes previous findings. This is the first paper to the authors’ knowledge that has investigated the impact of implicit attitudes on overall brand attitudes and stated behavior in a multivariate context.

scholarly journals Cost Minimisation Study of the Impact of Generic Drugs on Glaucoma Management: 1-year Indian Experience

1970 ◽  
Vol 12 (4) ◽  
pp. 192-196
Author(s):  
Devindra Sood ◽  
Alka Pandey ◽  
Rajeev Sood ◽  
Nagesh Gupta ◽  
Ravinder Kumar Bajaj ◽  
...  
Keyword(s):  
Generic Drugs ◽  
Open Angle Glaucoma ◽  
Eye Drops ◽  
Brand Name ◽  
Cost Difference ◽  
Medication Costs ◽  
Generic Medications ◽  
The Mean ◽  
The Cost ◽  
The Impact

Aim: To study the medication costs of various topical glaucoma medications using data collected from real world use by patients.Methods: Patients with primary open angle glaucoma treated at glaucoma clinics in 5 hospitals (1 rural and 4 urban) in northern India from 1 January to 30 June 2008 were enrolled. The number of days each bottle of medication lasted was recorded, and the mean cost per day was computed from the maximum retail price and mean number of days each medication lasted.Results: 790 of 801 eligible patients completed the study. The mean number of days that a bottle of medication lasted was found to be highest for Xalatan® and Xalacom® at 35.23 days and 35.00 days, respectively. The brand name prostaglandin analogues all lasted for a mean of more than 30 days: Xalatan, 35.23 days (SD, 4.14 days); Lumigan®, 31.37 days (SD, 5.31 days); and Travatan®, 34.84 days (SD, 6.51 days), while the generic eye drops lasted for about 21 days: latanoprost, 20.69 days (SD, 3.69 days) and bimatoprost, 21.39 days (SD, 4.34 days). The cost of the generic medication was less than the brand name medication in all groups (for example, bimatoprost, Indian rupees 9.76 versus Indian rupees 12.33) except for brimonidine/timolol (Indian rupees 8.73 versus Indian rupees 8.66). Further analysis in 2009 showed that, for latanoprost, brimonidine and brimonidine/timolol, the difference between the brand name and generic medications decreased in 2009 over 2008 (in the latanoprost group, the cost difference over the year reduced from Indian rupees 592 in 2008 to Indian rupees 523 in 2009); the cost difference for bimatoprost increased from 2008 to 2009.Conclusion: When both cost and number of days a bottle lasts were considered over the long term, use of generic medications might not minimise the cost of glaucoma medical management by much when compared with the brand name medication.

scholarly journals Cues Speak Louder Than Words: Empirical Evidence from Consumer Market of Pakistan

2019 ◽  
Author(s):  
Anam Javeed ◽  
Muhammad Yar Khan ◽  
Asif Khurshid ◽  
Uzma Noor
Keyword(s):  
Product Quality ◽  
Food Packaging ◽  
Country Of Origin ◽  
Consumer Knowledge ◽  
Brand Name ◽  
Consumer Market ◽  
Quality Perceptions ◽  
Extrinsic Cues ◽  
Perceived Product Quality ◽  
The Impact

<p><i>The aim of this study is to probe into the impact of extrinsic packaging cues (brand name, price, country of origin and precautionary label) on the quality perceptions of the consumers when the intrinsic qualities are not experienced yet. Consumer knowledge is used a moderator in the study. The study also aims to investigate the influence of the consumer knowledge as a moderator on the relationship between food packaging cues and perceived product quality. Survey was conducted using mall intercept method (n= 478) with a self- administered five point Likert scale questionnaire in Rawalpindi and Islamabad. SPSS and PLS were used for analyzing the data. In order to ensure the internal consistency of the variables Cronbach’s alpha was used.</i><b><i> </i></b><i>Among all the variables which were studied in theoretical framework, precautionary label came out to a strong extrinsic in contributing to the formation of product quality perceptions. Additionally, brand name and Price are also considered as important quality determining extrinsic cues. On the other hand, Country of origin as an extrinsic cue turned out to cast no impact on the quality perceptions in Pakistani consumer market. Among the interaction paths, consumer knowledge held a significant role for brand name and country of origin with perceived product quality.</i><b><i> </i></b><i>This study comprises of number of research limitations. The mall intercept method was utilized in which sample control is difficult. The data was collected from Rawalpindi and Islamabad which might pose a problem for generalizability. Along with the limitations, this study presents horizon for the future researchers by presenting a model of research which could be extended to other marketing contexts.</i><b><i> </i></b><i>The research revealed that, the schema of extrinsic packaging cues cast a deep impact on the product quality perceptions. The results imply that practitioners need to embed the extrinsic cues much intelligently as they tend to produce prior to the usage quality perceptions regarding the product. This study puts forth a significant understanding regarding the utility of extrinsic packaging cues in the determination of product quality perceptions. The paper provides insights from Pakistani market.</i></p>

scholarly journals STUDY AND ANALYSIS OF CONSUMER BUYING BEHAVIOR IN RETAIL MARKET

2020 ◽  
Vol 3 (11) ◽  
pp. 1-6
Author(s):  
Manish Dubey ◽  
Siddharth Saini ◽  
Srishti Umekar
Keyword(s):  
Customer Loyalty ◽  
Sales Force ◽  
Sales Promotion ◽  
Retail Sector ◽  
Audience Participation ◽  
Brand Name ◽  
Buying Behavior ◽  
Sales Promotions ◽  
The Impact ◽  
Consumer Buying Behavior

The aim of this study are determining the impact of the most used tools of sales promotion in retail sector such as coupons, sample, price discount and buy one get one free on consumer buying behavior from two aspects are brand switching and customer loyalty. Consumer promotions should stimulate purchases, sustain brand-name recognition, and gain audience participation. Themes are underlying messages. Media should be selected. In this way include direct mail, newspapers, magazines, television, the personal sales force, and group meetings. The duration of a sales promotion is set. The feasibility of shared sales promotions is weighed.

scholarly journals Roles and Challenges of Technology in Corporate Social Responsibility

2019 ◽  
Vol 6 (2) ◽  
pp. 5336-5340
Author(s):  
Mohamed Abualhaija DBA
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Global Economy ◽  
Atomic Bomb ◽  
Brand Name ◽  
Research Fields ◽  
The Social ◽  
Impact Of Technology ◽  
Corporate Social ◽  
The Impact

Many believe that Corporate Social Responsibility (CSR) is irrelevant and bad for businesses, while others swear of its strategic importance for the overall growth of local and global economies. This paper examines the impact of technology on corporates morals and social responsibility. Companies like GE and Nike direct resources and strategies to strengthen the environment and local and global communities. Through improving education programs and investing in technology, these companies attempt to fulfill their social responsibilities to all communities. Companies use corporate social responsibility to build a reputation and a brand name. Through technology exports, the world’s economy is synchronized. Creating and sharing technology enhances the world’s productivity and economy, mainly because developing countries are incapable of investing much in R&D. As the infusion of technology contributes to the growth of the global economy, the question remains to what degree the technological breakthroughs create ethical and moral concerns when exploring new frontiers, and to what degree scientists consider the social and ethical consequences when testing and investigating. This paper explores some of the ethical, social, and legal circumstances related to different controversial research fields to include creating the atomic bomb, human cloning, and the research of synthetic biology science.  

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