Hear what’s here: the effect of semantically congruent lyrics on brand perception

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Please use this identifier to cite or link to this item: https://repository.iimb.ac.in/handle/2074/13988

DC Field	Value	Language
dc.contributor.author	Manu, M A Jose
dc.contributor.author	Das, Gopal
dc.date.accessioned	2020-08-20T14:53:56Z	-
dc.date.available	2020-08-20T14:53:56Z	-
dc.date.issued	2018
dc.identifier.uri	https://repository.iimb.ac.in/handle/2074/13988	-
dc.description.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
dc.publisher	Association for Consumer Research
dc.subject	Marketing management
dc.subject	Brandperception
dc.subject	Brand management
dc.title	Hear what’s here: the effect of semantically congruent lyrics on brand perception
dc.type	Presentation
dc.relation.conference	ACR-AP Conference 2019, Vol. 12, 10-12 January , 2019 , Ahmedabad, India
dc.identifier.url	https://www.acrwebsite.org/volumes/1700357/volumes/ap12/AP-12
Appears in Collections:	2010-2019 P

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