African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4137

Full Length Research Paper

Memory, emotions and rock 'n' roll: The influence of music in advertising, on brand and endorser perception

Vanessa Apaolaza-Ibáñez1, Mark Zander2 and Patrick Hartmann1*
  1Department of Business Administration and Marketing (Economía Financiera II), Faculty of Economics and Business Administration, University of the Basque Country, Avda. Lehendakari Aguirre, 8348015 Bilbao, Spain. 2Freiburg Institute for Music Medicine, Hansastr. 379104 Freiburg, Germany.
Email: [email protected]

  •  Published: 04 December 2010



This study addresses the extent to which music is capable of modifying the consumer's perception of the endorser and the brand. A sample of 540 subjects was exposed on random to one of four versions of an experimental radio commercial for a fictitious brand of mineral water differing only in the selection of the background music. The results indicate that music in advertising can significantly influence the perception of the brand endorser, and that the impressions of the brand could be manipulated by means of specific music pieces. The findings of the study also emphasize the effect of music in advertising on emotional reactions and memories evoked. Implications for advertising practitioners are discussed.


Key words: Music in advertising, memory, emotional reactions, brand perception, endorser impression, brand conditioning, brand attitude.