Placement de marque interactif et image de marque: le cas des concerts

Laurene Fayolle (), Sonia Capelli () and William Sabadie ()
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Laurene Fayolle: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon
Sonia Capelli: CRCGM - Centre de Recherche Clermontois en Gestion et Management - UdA - Université d'Auvergne - Clermont-Ferrand I - ESC Clermont-Ferrand - École Supérieure de Commerce (ESC) - Clermont-Ferrand
William Sabadie: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon

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Abstract: Product placement, traditionally studied in films can become interactive in music concerts thanks to the co-production of the consumption experience between the artist and the public. The effects of product placement can be quantified with the brand memorization or attitude after exposition. This article takes into account the brand image. Thus, a high implication of both the artist and the public leads globally to better results concerning the brand associations.

Keywords: interactive placement- concert; image; sponsorship; placement; placement interactif; concert; image -parrainage (search for similar items in EconPapers)
Date: 2012-05-09
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00685324v1
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Published in XXVIIIème congrès international de l'Association Française du Marketing, May 2012, Brest, France

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