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Keywords: Music appeal
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2011) 28 (6): 396–411.
Published: 13 September 2011
... detrimental to an ad's success, notably the effect of disliked music. In his thorough, up‐to‐date literature review on advertising and music, Allan (2007) cited only four studies that included “music appeal” as an independent variable, defined simply as “liking or disliking” the music (Allan, 2007 , p. 11...
