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The Digital Institutional Repository of IIM Bangalore
This repository provides metadata of IIMB Publications and aimed at creating and preserving an archive of Institution scholarship. IIMB Publications include Articles, Working Papers (FULL TEXT), Book Chapters published by Faculty, Doctoral Dissertations by FPM Scholars and Project reports of Students enrolled in various courses of IIMB.
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https://repository.iimb.ac.in/handle/2074/13988| Title: | Hear what’s here: the effect of semantically congruent lyrics on brand perception | Authors: | Manu, M A Jose Das, Gopal |
Keywords: | Marketing management;Brandperception;Brand management | Issue Date: | 2018 | Publisher: | Association for Consumer Research | Conference: | ACR-AP Conference 2019, Vol. 12, 10-12 January , 2019 , Ahmedabad, India | Abstract: | to that literature by adding the concept of congruency of lyrics with the brand’s characteristics. Additionally, this paper empirically shows a mediation effect of perceived fit of lyrics on attitude towards the brand | URI: | https://repository.iimb.ac.in/handle/2074/13988 |
| Appears in Collections: | 2010-2019 P |
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