The effect of Dutch cover songs versus original English songs and instrumental versions in commercials on Dutch consumers’ attitude towards the advertisement, attitude towards the product, purchase intention and product recall.

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dc.contributor.advisorMeurs, W.F.J. van
dc.contributor.advisorPlanken, B.C.
dc.contributor.authorHaas, M. de
dc.date.issued2022-06-23
dc.description.abstractInterlingual cover songs are songs that are sung in a different language than the original. So far, little attention has been given to interlingual cover versions. Therefore, the purpose of this study was to determine to what extent interlingual cover versions, original English songs and instrumental versions in commercials result in differences in the attitude towards the advertisement, attitude towards the product, purchase intention and product recall. Furthermore, the purpose of the study was also to determine which variables can predict the attitude towards the advertisement, attitude towards the product, purchase intention and product recall. A total of 116 participants evaluated three commercials with English original songs, a Dutch cover song or the instrumental version. They evaluated the commercials on attitude towards the advertisement, attitude towards the product, purchase intention and product recall, and the songs on attitude towards the song, understanding of the song, emotionality of the song, attitude towards the artist, attention to the song, awareness of the type of song and fit between song and commercial. The results showed that the version of the song did not have an effect on the attitude towards the advertisement, purchase intention and product recall, but it did have an effect on the attitude towards the product. Participants who viewed the commercials with the instrumental version liked the product more than participants who viewed the commercials with the English song. Furthermore, the version of the song also had an effect on the attitude towards the song, emotionality of the song, attitude towards the artist and the fit between song and commercial. Participants liked the Dutch songs less than the English songs and instrumental versions. Additionally, the Dutch songs were perceived as less emotional than the English songs. Furthermore, the Dutch artists were liked less than the English and instrumental artists. Finally, the Dutch songs fitted less with the commercials than the English songs and instrumental versions. Finally, the attitude towards the song and emotionality of the song positively predicted the attitude towards the advertisement, emotionality of the song positively predicted purchase intention, and understanding of the song positively predicted product recall. No variables were found to predict the attitude towards the product. Thus, to increase the attitude towards an advertisement, purchase intention and product recall it is better to use English original songs in a commercial than Dutch cover versions.en_US
dc.identifier.urihttps://theses.ubn.ru.nl/handle/123456789/12935
dc.language.isoenen_US
dc.thesis.facultyFaculteit der Letterenen_US
dc.thesis.specialisationInternational Business Communicationen_US
dc.thesis.studyprogrammeMaster Communicatie- en informatiewetenschappenen_US
dc.thesis.typeMasteren_US
dc.titleThe effect of Dutch cover songs versus original English songs and instrumental versions in commercials on Dutch consumers’ attitude towards the advertisement, attitude towards the product, purchase intention and product recall.en_US
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