Title

Yo DJ, That’s My Brand: An Examination of Consumer Response to Brand Placements in Hip-Hop Music

Department/School

Marketing

Date of this version

2015

Document Type

Article

Keywords

Product placement, brand placement, music, covert marketing, hip-hop

Abstract

This study examines the impact of hip-hop culture identity and the role of product congruency in brand placement in music. By using original songs to conduct a 2 (prominence) × 2 (hip-hop culture identity) × 2 (congruence) experiment, the authors establish that brand prominence positively impacts memory; thus, brands that appear in a song's chorus may be recalled more often than those appearing in the verse. A significant interaction between prominence and congruence revealed that subtly placing incongruent brands may enhance brand attitudes; however, contrary to extant literature, highly prominent placements of congruent brands enhance brand attitudes. While no significant interaction between hip-hop culture identity (HHCI) and congruence was found, individuals with high levels of HHCI had more positive attitudes toward the congruent brand despite exposure to said brand.

Published in

Journal of Advertising

Citation/Other Information

44(1)