Best in brief: When bands shift brands

From Business Horizons (Nov/Dec 2003): Morrison & Beverland, `When bands shift brands' considers how the right choice of music improved the in-store environment (and the dangers of getting it wrong)

Best in brief

When bands shift brands

Michael Morrison & Michael Beverland

Music is an important variable in helping retailers to create experiences and connect with customers' emotions. The evidence suggests that if you the music right, you canimprove the...