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Title: Investigating the influence of musical congruity in advertising
Author: Abolhasani, M.
ISNI:       0000 0004 6496 3906
Awarding Body: University of Liverpool
Current Institution: University of Liverpool
Date of Award: 2017
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This thesis investigates the influence of various musical congruity dimensions on consumers’ affective, cognitive, and behavioural responses to advertising. It adopts a mixed methods approach in examining the effects following various data collection techniques including focus group, survey studies, YouTube Analytics, as well as netnography. Chapter 1 provides an introduction to music and advertising, highlighting contemporary research issues in this area and underlining research objectives and questions, as well as a rationale for the research. Chapter 2 provides a critical review of the academic literature on music in advertising, focussing on congruity as the overarching concept examined in the thesis, and identifying various dimensions of musical congruity. Chapter 3 provides the justification for the research methodology and the subsequent selection of a mixed methods approach. Chapter 4 (Study 1) presents the university advertising findings obtained through focus group, surveys, as well as the brief YouTube Analytics statistical data. Findings of Study 1 investigating the effects of musical congruity in the context of university advertising reveal that pop music produced the most positive responses in terms of consumers’ perceived image of the university and their intention to enrol. Study 2 presented in Chapter 5 develops, refines, and redefines the concept of musical in/congruity and extends it to the context of advertising music in order to address the ongoing flaws in many of the existing music and advertising studies pertaining to the use of incongruent musical stimuli. Findings indicate how the deliberate crafting of musical incongruity can be used to engage and amuse consumers, proposing that resolving musical incongruity may enhance consumers’ recall, ad attitude, perception of brand image and quality, as well as their purchase intent. Chapter 6 (Study 3) involves netnographic findings highlighting the effects of in/congruity on consumers’ lived experiences of musical consumption in advertising. Findings relate to musical taste, indexical congruity, repetition congruity, and semantic congruity. The thesis concludes with Chapter 7 (Discussion) and Chapter 8 (Conclusion).
Supervisor: Oakes, S. ; Lim, M. Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral