Music marketing: music consumption imagery in the UK and New Zealand.

Authors :: Martin, Brett A. S.
McCracken, Celeste A.
Source :: Journal of Consumer Marketing; 2001, Vol. 18 Issue 4/5, p426-436, 11p, 4 Diagrams
Publication Year :: 2001
Abstract: This research examines cross-country differences in marketing imagery. Marketing imagery in music videos broadcast in the UK and New Zealand are studied. Results suggest that UK music videos have more brand references, fashion imagery, darkside products and role model behaviour outcomes than New Zealand music shows. Pop music marketing references are mainly visual while hard rock has more darkside products, brand references and punishment outcomes. [ABSTRACT FROM AUTHOR]