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- W2068092893 abstract "Hip-hop is a multi-billion-dollar industry influencing everything from fashion to advertising. The current study documents the overwhelming presence of brands in hip-hop music videos. Through the use of content analysis, we capture not only the branded products and their associated categories, but also the execution and connotation of those placements. Findings indicate that over 93% of all hip-hop videos contained some reference to branded products varying in prominence, prestige and consumption. Further, brand managers have many opportunities available with respect to brand placement in hip-hop – several of those opportunities are highlighted herein." @default.
- W2068092893 created "2016-06-24" @default.
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- W2068092893 date "2012-08-23" @default.
- W2068092893 modified "2023-09-27" @default.
- W2068092893 title "Advertising to the beat: An analysis of brand placements in hip-hop music videos" @default.
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- W2068092893 doi "https://doi.org/10.1080/13527266.2012.710643" @default.
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