Música na publicidade
compondo a relação entre marca e consumidor
DOI:
https://doi.org/10.4000/cp.1181Palavras-chave:
música, congruência musical, self-connection, relação com a música, relação com a marcaResumo
A presente investigação tem como objetivo perceber qual a relação da congruência da música com a publicidade (mensagem, anúncio e produto) e com a marca anunciante na construção de relações de self-connection entre marcas e consumidores. Recorrendo ao spot publicitário lançado pela marca 7Up no ano 2013 e à aplicação de um questionário online, este estudo contemplou um método de investigação quantitativo correlacional.
Os resultados desta investigação permitiram concluir que existe apenas uma relação entre self-connection e congruência da música com a publicidade, através do anúncio e da mensagem do anúncio. Não foi possível demonstrar o efeito moderador da variável “relação com a música”.
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