Abstract
This study empirically investigated the relationship between attitudes toward popular music in advertising, attitudes toward changing the lyrics to popular songs, and demographics with purchase behavior. Two of three hypothesized relationships found statistical significance. Attitudes toward changing the lyrics to popular songs and demographics provided insight into segmenting the market for products that use popular music in advertising schemes.
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Bahn, K.D. (2015). Popular Musicin Advertising: Does Popular Music In Advertising Influence Consumption Choices?. In: Wilson, E., Black, W. (eds) Proceedings of the 1994 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13162-7_68
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DOI: https://doi.org/10.1007/978-3-319-13162-7_68
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