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http://dx.doi.org/10.14400/JDC.2018.16.12.147

The Effect of Fit in Background Music on Brand Memory for Luxury vs. Non-luxury Brand Advertising  

Min, Dongwon (School of Business and Economics, Dankook University)
Publication Information
Journal of Digital Convergence / v.16, no.12, 2018 , pp. 147-152 More about this Journal
Abstract
Current research examined the effect of fit in the executional cue on brand memory for luxury and non-luxury brand advertising. In particular, this research looked at music to see how well individuals memorize information about brands where background music and sound logo fit or non-fit in the advertisement. As results, the influence of fit in music was higher in the luxury brand advertisement than that of non-luxury brand. The findings demonstrate fit leads more positive response not only in the relationship between the executional cue and the brand image or executional cues, as seen in the literature, but also in the executional cue. Moreover, the effect of fit in the executional cue is greater for the luxury (vs. non-luxury) brand. Based on the results, present research proposes the academic and practical implications.
Keywords
Luxury; Non-luxury; Fit; Non-fit; Background music; Sound logo;
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Times Cited By KSCI : 2  (Citation Analysis)
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