The impact of consistency between the emotional feature of advertising music and brand personality on brand experience

Jianrong Hou, Xiaofeng Zhao and Jiahao Zheng

Journal of Management Analytics, 2019, vol. 6, issue 3, 250-268

Abstract: Music in advertising plays a crucial role in making the audience feel beyond the multi-level visual experience. The intrinsic link between brand publicity and advertising music has long been a puzzle. This paper discusses the impact of the consistency between the emotional characteristics of music and brand personality on brand experience and expands the discussion to brand experience under market competition. We use the examples of Canon and Apple for our study. The results shows that: (1) the higher the degree of consistency between the emotional experience from music and brand personality, the greater the positive effect on brand experience; (2) this positive effect is not as significant for functional brands as it is for representative brands; (3) the consistency between the emotional experience from music and brand personality has a greater impact on brand experience for representative brands than functional brands. The results provide practical guidance for branding campaigns.

Date: 2019
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DOI: 10.1080/23270012.2019.1613684

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