Music marketing: music consumption imagery in the UK and New Zealand
Brett A.S. Martin
(Senior Lecturer in Marketing, University of Auckland, Auckland, New Zealand)
Celeste A. McCracken
(Lecturer, University of Auckland, Auckland, New Zealand)
7160
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.
Keywords
Citation
Martin, B.A.S. and McCracken, C.A. (2001), "Music marketing: music consumption imagery in the UK and New Zealand", Journal of Consumer Marketing, Vol. 18 No. 5, pp. 426-436. https://doi.org/10.1108/EUM0000000005602
Publisher
:MCB UP Ltd
Copyright © 2001, MCB UP Limited