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.
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