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Giving a shout out to Seagram's gin: Extent of and attitudes towards brands in popular songs

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Abstract

Two exploratory studies were conducted regarding the extent of and attitudes towards brands in popular songs. A longitudinal analysis of 3476 top 10 songs from 1955 to 2002 reveals an increase in brand mentions over the five decades, with a noticeable spike beginning in 1995, and the dominance of automotive, alcohol, and fashion brands. A survey of consumers indicates that respondents perceive music placements less positively than film placements, yet not negatively overall. Furthermore, they consider hip-hop/rap as the most appropriate music genre for brand placement, followed by pop and country. Implications and directions for research on this under-studied area are provided.

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Correspondence to Yongjun Sung.

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de Gregorio, F., Sung, Y. Giving a shout out to Seagram's gin: Extent of and attitudes towards brands in popular songs. J Brand Manag 17, 218–235 (2009). https://doi.org/10.1057/bm.2009.4

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  • DOI: https://doi.org/10.1057/bm.2009.4

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