Music in advertising
composing the relationship between brand and consumer
DOI:
https://doi.org/10.4000/cp.1181Keywords:
music, music congruency, self-connection, relationship with music, relationship with brandAbstract
This research aims to understand the relationship of music congruence with the advertising (message, advertising and product) and the sponsoring brand in building self-connection – relations type between brands and consumers. Resorting to the advertising spot released by 7Up in 2013 and to the implementation of an online questionnaire, this study included a quantitative correlational method of research.
The results of this research showed that there is a relationship between self-connection and music congruency with the advertising, only through the ad and ad message. The variable “relationship with music” did not reveal a moderating effect.
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