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Keywords: Attitude toward the ad
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2012) 29 (1): 22–42.
Published: 20 January 2012
... and outlines the major variables comprising our model of consumer response to advertising music. Advertisers can use these variables as a checklist for factors to consider in selecting ad music. © Emerald Group Publishing Limited 2012 Advertisements Music Attitude toward the ad Music‐message fit...
