The purpose of this paper is to provide a model of consumer response to music in broadcast
commercials outlining four variables (listening situation, musical stimulus, listener …

The field of sonic branding/marketing has grown rapidly in recent years, as has commercial
interest in more science‐based approaches to the practice, particularly as more brands and …

When searching for and buying new products, consumers' knowledge is often limited, and
some (but not all) options in the choice set are unrecognized. In such situations, research on …

Purpose–The purpose of this paper is to identify the causes and implications of potential
negative consumer response to music in broadcast commercials. It aims to accomplish this …

Wir leben in einem Zeitalter der Persuasion. Für früher Selbstverständliches muss heute
Überzeugungsarbeit geleistet werden. Verkaufen: Aus Konsumgütern und …

Hohe Wettbewerbsintensität ist in der gegenwärtigen wirtschaftlichen Situation, über alle
Branchen hinweg, der Normalfall. Das Abheben von der Konkurrenz, eine zentrale Aufgabe …

Purpose Studying the role of advertising music (ad music) in a retail context can be an
emergence of new marketing practices. The purpose of this paper is to identify the potential …

Music acts as a prominent element of advertising, but its simple presence does not
automatically improve the effects of advertising. The concept of musical fit was developed …

In Greek mythology, mariners had more to worry about than just the wind, waves, and other
natural hazards of the sea. If they ventured too close to a particular island, they would hear …

We learn through experiences and it is the experience, not just understanding, that
influences our behavior. This is why brands whether they are a company or a product or …