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The Effects of Music in Television Advertising on Consumer’s Brand Perception, Brand Recall and Purchase Intention

O’Connor, Daire (2021) The Effects of Music in Television Advertising on Consumer’s Brand Perception, Brand Recall and Purchase Intention. Masters thesis, Dublin, National College of Ireland.

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Abstract

Since the emergence of advertising, marketers have utilised music to enhance their advertising. This research study aims to explore the effects that music in television advertising has on consumer’s brand perceptions and brand recall. This study aims to analyse consumers responses to advertising music and its impact on consumer’s purchase intentions. This study examines the existing academic literature that suggests that music has a positive impact on consumer’s brand perceptions and attitude towards a brand. The literature suggests that these brand perceptions increase consumers brand and advertisement recall thus resulting in a positive influence on consumer’s purchase intentions. The theory that music has an effect on consumer’s purchase intentions has been debated within the current academic literature. There is a lack of conclusive research on the direct and indirect effects of music on consumer’s purchase intentions. Although there is existing research on these topics, there were identifiable gaps in the current literature. This research study conducted a further exploration of these theories through eight in-depth interviews. The findings of these interviews confirmed the theories that music positively effects consumer’s brand perceptions and recall. However, the exploration of the impact of music on consumer’s purchase intentions was inconclusive as participants to the research both confirmed and rejected this theory.

Item Type: Thesis (Masters)
Subjects: M Music and Books on Music > M Music
H Social Sciences > HF Commerce > Marketing > Advertising
H Social Sciences > HF Commerce > Marketing > Branding
Divisions: School of Business > Master of Science in Marketing
Depositing User: Clara Chan
Date Deposited: 22 Feb 2022 14:49
Last Modified: 22 Feb 2022 14:49
URI: http://norma.ncirl.ie/id/eprint/5475

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