Hear What’S Here: the Effect of Semantically Congruent Lyrics on Brand Perception
The congruency of background music characteristics changing customers' attitudes has been studied by researchers; this study contributes to that literature by adding the concept of congruency of lyrics with the brand's characteristics. Additionally, this paper empirically shows a mediation effect of perceived fit of lyrics on attitude towards the brand.
Jose Manu M A and Gopal Das (2018) ,"Hear What’S Here: the Effect of Semantically Congruent Lyrics on Brand Perception", in AP - Asia-Pacific Advances in Consumer Research Volume 12, eds. Shailendra Pratap Jain, Akshaya Vijayalakshmi, and , Duluth, MN : Association for Consumer Research, Pages: 75-75.
Jose Manu M A, Indian Institute of Management Bangalore, India
Gopal Das, Indian Institute of Management Bangalore, India
AP - Asia-Pacific Advances in Consumer Research Volume 12 | 2018
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