International Journal of Application on Economics and Business
Vol. 1 No. 2 (2023): May 2023

THE EFFECT OF BRAND PROMINENCE AND MUSIC INVOLVEMENT ON BRAND RECALL IN MUSIC VIDEO

Wijaya, Irenia Binardi (Unknown)
Cokki, Cokki (Unknown)

Article Info

Publish Date
06 Aug 2023

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.

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Journal Info
International Journal of Application on Economics and Business
Website

Abbrev

ijaeb

Publisher

Universitas Tarumanagara

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

International Journal of Application on Economics and Business (IJAEB) contains articles on the following topics: Entrepreneurship studies, Business studies, Management studies, Accounting studies, Economics ...