Investigating the influence of musical congruity in advertising

M Abolhasani
This thesis investigates the influence of various musical congruity dimensions on consumers’ affective, cognitive, and behavioural responses to advertising. It adopts a mixed methods approach in examining the effects following various data collection techniques including focus group, survey studies, YouTube Analytics, as well as netnography. Chapter 1 provides an introduction to music and advertising, highlighting contemporary research issues in this area and underlining research objectives and questions, as well as a rationale for the research....
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