When background music in audiovisual advertisements can boost the perceived competence of the advertised brands : an empirical study from South Korea
You Jeong Hong, Beomjoon Choi and Kyogu Lee
| Year of publication: |
2023
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|---|---|
| Authors: | Hong, You Jeong ; Choi, Beomjoon ; Lee, Kyogu |
| Published in: |
Asia Pacific journal of marketing and logistics. - [Erscheinungsort nicht ermittelbar] : Proquest, ISSN 1758-4248, ZDB-ID 2037486-0. - Vol. 35.2023, 8, p. 1991-2011
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| Subject: | Advertising | Background music | Brand competence | Consumer perception | Thinking styles | Konsumentenverhalten | Consumer behaviour | Werbung | Südkorea | South Korea | Markenführung | Brand management | Werbewirkung | Advertising effects | Musik | Music | Markenimage | Brand image | Wahrnehmung | Perception | Musikwirtschaft | Music industry | Markenartikel | Brand | Werbemusik | Advertising music |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/APJML-03-2022-0275 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014430197