The effects of lyrical fit in advertisements
Music’s ability to suggest certain brand impressions were investigated in this study based on the theory of ‘musical fit.’ This is because music/voice content that ‘fit’ should prime certain impressions of the listeners’ knowledge for the brand and an increase/decrease in liking for the advertised p...
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| Main Author: | |
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| Format: | Article |
| Language: | English |
| Published: |
Associated Management Consultants
2021
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| Online Access: | http://psasir.upm.edu.my/id/eprint/95418/1/The%20effects%20of%20lyrical%20fit%20in%20advertisements%20%20.pdf http://psasir.upm.edu.my/id/eprint/95418/ http://indianjournalofmarketing.com/index.php/ijom/article/view/158062 |
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| Institution: | Universiti Putra Malaysia |
| Language: | English |
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