Effects of Ad Music Attitude on Ad Attitude, Brand Attitude, and Purchase Intention

Abstract

The primary objective of this paper is to assess the effects of ad music attitude (A_am) on ad attitude (A_ad), brand attitude (A_b), and purchase intention (PI). Further, this article intends to test the mediating role of A_ad and A_b between A_am and PI. The bootstrap method in AMOS 20 was adopted to test the hypotheses. The finding indicates that A_am invokes A_ad, which influences A_b, and in turn, invokes PI. The result suggests a hierarchical relationship between A_am, A_ad, A_b, and PI. Subsequently, it supports the central hypothesis of the serial mediation role of A_ad and A_b between A_am and PI. This research adds to the ad and marketing literature by empirically examining the relationship of A_am with A_ad, A_b, and PI; proposes a multiple and serial mediation model to study the relationships. Knowing that attitudes (music, ad, and brand) can have a significant and positive relationship and can, in some cases, mediate each other allows advertisers a more efficient and effective way to advertise both traditionally and digitally to attain PI.

Keywords:

• Music in advertising
• advertising attitude
• brand attitude
• purchase intention
• bootstrap
• mediation analysis
• structural equation modeling

Additional information

Notes on contributors

Md Washim Raja

Dr. Md Washim Raja is an Assistant Professor at the School of Commerce, XIM University. Washim was a Post-Doctoral Fellow at MICA, Ahmedabad. He is a Ph.D. in Music in Advertising from the Xavier Institute of Management, XIM University. Before joining his Ph.D., he worked with various Marketing organizations. Washim has published articles in journals such as the International Journal of Retail and Distribution Management, Journal of International Consumer Marketing, and Journal of Marketing Communications.

Sandip Anand

Dr. Sandip Anand is an Associate Professor at the Department of Psychology, University of Allahabad, India. Previously, Dr. Anand was a Professor of Marketing at the Xavier Institute of Management, XIM University. He has been the founding associate dean of doctoral programs at XIM University. He is a recipient of the Population Association of America grant 2010 from the William and Flora Hewlett Foundation and 2015 Transformative Consumer Research travel grant. He was conferred the K. Srinivasan Award in 2014 by the Indian Association for the study of population of his published work on public-private partnerships in India. His research articles have appeared in journals such as International Journal of Retail and Distribution Management, Journal of Marketing Communications, Journal of Food Products Marketing, International Journal of Health Care Quality Assurance, IIMB Management Review, International Journal of Rural Management, Demography India, Journal of Health Management, Hemophilia, etc. He has authored/co-authored three books

David Allan

Dr. David Allan is a Professor of Marketing in the Erivan K. Haub School of Business at Saint Joseph’s University in Philadelphia, Pennsylvania (USA) where he teaches Music Marketing and Marketing Communications. Dr. Allan has a B.A. in Communications from American University, an MBA in Marketing from Saint Joseph’s University and a Ph.D. in Mass Media and Communications from Temple University. Dr. Allan has published numerous articles in the area of executional elements in advertising in journals such as the Journal of Advertising Research, Journal of Business Research, and Journal of Consumer Research. Prior to his academic career, Dr. Allan spent over twenty years in the radio industry and continues to consult. Dr. Allan has been quoted numerous times about advertising, radio, and popular culture in such places as Reuters, Associated Press, Billboard Magazine, Wall Street Journal, Washington Post, and Philadelphia Inquirer.