Abstract
The purpose of this research is to explore brand image and attitude toward the brand and the relationship to classical music in advertising and perceived music brand congruency. Over the past 30 years, many articles have aimed to study the effect of background music in advertising. Most of these studies though focus on contemporary popular music and omit the use of classical music which is often used in global brand advertisements. Various measures have been used to gauge advertising effectiveness when music is used in advertising, including advertising recall, brand recall, and support of brand benefits for example. Additionally, music in advertising has been assessed in relationship to brand image, identity, attitude toward the brand, and purchase intent.
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© 2016 Academy of Marketing Science
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Chung, C., Torres-Baumgarten, G., Zeno, K.W. (2016). Classical Music in Advertising: Brand Supporter or Detractor?. In: Petruzzellis, L., Winer, R. (eds) Rediscovering the Essentiality of Marketing. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-29877-1_6
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DOI: https://doi.org/10.1007/978-3-319-29877-1_6
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