In-store music and consumer–brand relationships: Relational transformation following experiences of (mis)fit

We examine the role of in-store music–brand “fit” in reinforcing brand position using in-depth interviews. Fit is particularly important for stores wishing to attract new consumers without prior brand experience or knowledge because these consumers view music as an important signaling cue to the bra...

Full description

Saved in:
Bibliographic Details
Published in:Journal of business research 2006-09, Vol.59 (9), p.982-989
Main Authors: Beverland, Michael, Lim, Elison Ai Ching, Morrison, Michael, Terziovski, Milé
Format: Article
Language:English
Subjects:
Brand image
Brands
Consumers
Consumer–brand relationships
Effects
Interpretive research
Music
Repositioning
Retail atmospherics
Retail stores
Retail trade
Studies
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:We examine the role of in-store music–brand “fit” in reinforcing brand position using in-depth interviews. Fit is particularly important for stores wishing to attract new consumers without prior brand experience or knowledge because these consumers view music as an important signaling cue to the brand's position, image and quality. We also identified the effect of misfit. Misfit had two contrasting brand effects: misfit resulted in counterfactual thinking about the brand, leading to a decline in the consumer–brand relationship, and misfit could be used strategically as part of a repositioning strategy. These positive effects of fit were moderated by music volume.
ISSN:0148-2963
1873-7978
DOI:10.1016/j.jbusres.2006.07.001