Music-brand congruency in high and low-cognition radio advertising

Many radio commercials use background music to accompany a message. This research examines how brand-congruent music (i.e.

Music-brand congruency in high- and low-cognition radio advertising

Anne M. Lavack University of Regina

Mrugank V. Thakor Concordia University

Ingrid Bottausci


Radio advertising often uses instrumental music as a background to the verbal message....

Not a subscriber?

Schedule your live demo with our team today