There is growing evidence indicating that background music has a significant impact on
consumer purchasing behavior. However, there is limited research on the placement of …

Purpose The purpose of this paper is to show how sonic logos, despite their brief exposure
time, resonate with consumers' emotions and attitudes in a manner that until now has been …

Marketers are taking note by using music and sound to reinforce a brand's identity. Sonic
branding involves designing an auditory equivalent of a graphic representation of a brand …

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 …

A brand can get close to its audience by engaging and delivering integrated healthy and
sustainable communication experiences from and through the Internet and social media. A …

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 …

Purpose Drawing on information processing theory, this paper aims to study how
consumers' liking of background music in advertising affects their purchase intention and …

This research examines the effects of ad music personalization, which creates a fit between
the ad music and consumer's music preferences, on responses to ads. Based on the …

This paper investigated whether arousal induced by background colour (warm or cool
colours) affects consumer memory and responses. Three experiments were conducted. The …

Music affects viewers' responses to advertisements. In this study we present the findings of
an experiment that investigates the emotional and cognitive reactions of subjects' brains …