Hear what's here: the effect of semantically congruent lyrics on brand perception

Description

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

Publication Date

1-1-2018

Publisher

Association for Consumer Research

Keywords

Marketing management, Brandperception, Brand management

Conference

ACR-AP Conference 2019, Vol. 12, 10-12 January , 2019 , Ahmedabad, India

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