Celebrities and Music and Brand Recall Cues - An Experimental Study of TV Commercials

Authors

  • Tomas Müllern Jönköping International Business School Sweden
  • Andreea Irinca
  • Anne Morawietz
  • Milda Pajarskaite

DOI:

https://doi.org/10.14738/assrj.210.1531

Keywords:

TV commercials, brand recall, celebrities, music, familiarity

Abstract

This article reports on an aided brand recall experiment testing the effect of celebrities compared to popular music in TV advertisements. The effect of three cues, celebrity, music, and celebrity + music, was analysed and crosschecked with the moderating effect of familiarity with the cues. The results show a stronger effect of the celebrity cue compared to music. Familiarity with the celebrity leads to higher recall than non-familiarity, whereas the results for familiarity with the music are inconsistent with stronger recall for non-familiar music for some of the cues. The results enrichen the understanding of how celebrities and music can be used as advertising cues.

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Published

2015-10-27

How to Cite

Müllern, T., Irinca, A., Morawietz, A., & Pajarskaite, M. (2015). Celebrities and Music and Brand Recall Cues - An Experimental Study of TV Commercials. Advances in Social Sciences Research Journal, 2(10). https://doi.org/10.14738/assrj.210.1531

Issue

Vol. 2 No. 10 (2015): Advances in Social Sciences Research Journal

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Articles

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