The value of using popular music and performers on brand and message recall in television advertising jingles
Ahmed Taher and Heba Y. El Badawy
| Year of publication: |
2023
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| Authors: | Taher, Ahmed ; El Badawy, Heba Y. |
| Published in: |
Journal of media business studies. - Jönköping : Media Management and Transformation Centre, Jönköping International Business School (JIBS MMT Centre), ISSN 2376-2977, ZDB-ID 2410493-0. - Vol. 20.2023, 4, p. 303-319
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| Subject: | Advertising jingles | brand recall | field experiment | message recall | popular music | popular performer | Werbewirkung | Advertising effects | Fernsehwerbung | Television advertising | Musik | Music | Markenführung | Brand management | Musikwirtschaft | Music industry | Werbung | Advertising | Werbemusik | Advertising music | Konsumentenverhalten | Consumer behaviour |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/16522354.2022.2153235 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014438633