The effects of lyrical fit in advertisements

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The effects of lyrical fit in advertisements

Music’s ability to suggest certain brand impressions were investigated in this study based on the theory of ‘musical fit.’ This is because music/voice content that ‘fit’ should prime certain impressions of the listeners’ knowledge for the brand and an increase/decrease in liking for the advertised p...

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Bibliographic Details
Main Author:	Joanne, P. S. Yeoh
Format:	Article
Language:	English
Published:	Associated Management Consultants 2021
Online Access:	http://psasir.upm.edu.my/id/eprint/95418/ http://psasir.upm.edu.my/id/eprint/95418/1/The%20effects%20of%20lyrical%20fit%20in%20advertisements%20%20.pdf

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