Dose Music Have Personality? The Influence of Congruence between Music Personality and Brand Personality on AD effect
| Autor: | Wang, Yan-Fang, 王妍方 |
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| Rok vydání: | 2015 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 103 Nowadays, music are used to express oneself, satisfy the need of emotion and communicate with others, just like what Brand personality works on people. Former researches showed that people like to use different brands to show their unique characteristics and achieve their ideal selves. Based on the same idea, this study proposed a new concept—Music Personality. The definition of Music Personality in this study is that different adjectives of personality can be used to describe different music genres. Reacting to the growth of mobile video, this study focused on the influence of congruence between Music Personality and Brand Personality on AD effect. Because previous congruency researches limited on retailer industry, this study aimed to fill the lack of congruency researches. This study attempted to discover the effect of congruence of Music Personality and Brand Personality to help brand companies choose the advertisement background music that fits their brands images best. This study adopted online survey and received 301 effective questionnaires. The main subjects were undergraduate and graduate students. This study examined the data by MANOVA and the control variables were Brand Preference, Music Preference and Personality. The result revealed the congruence of Music Personality and Brand Personality had significant effect on AD effect when Music Personality and Brand Personality had high congruence. According to the result, we can infer that the existence of Music Personality is meaningful. Music Personality can assist brand companies to enhance consumers’ awareness of the Brand Personality by choosing the adequate background music for advertisements and marketing events. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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