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| Author: | Lavack, A. Thakor, M.V. Bottausci, I. |
| Title: | Music-brand congruency in high- and low-cognition radio advertising |
| Journal: | International Journal of Advertising
2008 : VOL. 27:4, p. 549-568 |
| Index terms: | advertising music industry |
| Language: | eng |
| Abstract: | Background music is used to accompany a message in many radio commercials. This study explores how brand-congruent music, that is, music 'fitting' the brand, will affect 'Attitude towards the Ad' (AAd) and 'Attitude towards the Brand' (ABrand). In high-cognition ads, congruent music results in a more positive AAd and ABrand compared to incongruent music or no music. This effect is not found with low-cognition ads, though. |
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