The Effect of Congruency and Familiarity of Background Music in TV Advertising on the Music’s Role as a Retrieval Cue

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Bibliographic Details
Published inASIA MARKETING JOURNAL Vol. 16; no. 4; pp. 1 - 18
Main Authors Hwang, Insuk, Kim, Hwa-Kyung
Format Journal Article
LanguageEnglish
Published 한국마케팅학회AMJ 31.01.2015
Subjects
A Retrieval Cue
Familiarity
Background Music
Congruency
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ISSN:1598-7868
2765-6500
DOI:10.15830/amj.2015.16.4.1