Music consumption in advertising and how it influences the affective attitude : a Malaysian perspective / Mohammad Hasrul Abdul Rahman

• Main Author: Abdul Rahman, Mohammad Hasrul
• Format: Student Project
• Language: English
• Published: 2012
• Subjects: Market surveys. Including brand choice. Brand loyalty; Moral and ethical aspects; Advertising campaigns; Methods. Outdoor advertising. Billboards. Posters
• Online Access: https://ir.uitm.edu.my/id/eprint/71927/1/71927.pdf; https://ir.uitm.edu.my/id/eprint/71927/

The purpose of this study is to investigate whether the music consumption in advertisement; with a specific focus in Malaysia, are influencing the consumer attitude or did it change the consumer's behavior, since it become a major trend nowadays with every marketers looking forward towards rela...