Abstract
A growing body of research examines the role of music in marketing communications. Yet, little work has been done toward developing a theoretical rationale for the process by which music influences consumers. A model is proposed that depicts the multiple types of meaning that music elicits. Literature on meaning in music and on music in marketing is critically reviewed and research implications are suggested.
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Humphreys, M.A., Mowen, J.C. (2015). On the Impact of Music on Meaning in Advertising: Theoretical Perspectives and Research Directions. In: King, R. (eds) Proceedings of the 1991 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17049-7_60
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