The Influence of Branded Content Music Video’s Expression, PPL Layout, and Singer Preference on Brand Recognition and Brand Attitude [브랜디드 콘텐츠 뮤직비디오의 표현과 PPL 배치 유형, 가수 선호도가 브랜드 인지와 브랜드 태도에 미치는 영향]

Abstract

Background This study aims to identify the status of branded content music videos, to establish concepts, and to verify how brand recognition and brand attitudes are affected by the type ofexpression and the PPL layout of music videos, and whether singer preferences affect brandrecognition and brand attitudes of each type.Methods Concepts are summarized through literature research, and case studies areconducted according to the type of expression and the PPL layout of music videos. We also selectrepresentative cases for each type and analyze them empirically through experimental studiesand in-depth interviews on brand recognition, brand attitudes, and controlling effects of singerpreferences.Results Brand recognition and brand attitude according to the type of expression in themusic video were found to be significantly different, but the PPL layout was found to be notsignificantly different. The interaction effects have been proven to be significant only for brandrecognition. There was a significant difference in brand recognition and brand attitude dependingon singer preference, but the interaction effect of expression type and singer preference was notsignificant. The interaction effects of the type of expression, the PPL Layout, and singer preferencehave been proven to be significant only for brand recognition.Conclusions Singer preference is the biggest factor in the advertising effect of using brandedcontent music videos, and singers with popular preferences should be used as advertising models.In addition, low-profile brands should apply narrative-oriented music videos among the expressionsof music videos to alert consumers of the brand. To form a positive attitude of the brand, they canexpect advertising effects by utilizing person-image-oriented music videos © This is an Open Access article distributed under the terms of the Creative Commons Attribution Non-Commercial License (http://creativecommons.org/licenses/by-nc/3.0/), which permits unrestricted educational and non-commercial use, provided the original work is properly cited