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- Title
Associations among in-store music, and a store's brand equity, brand engagement, and brand relationship.
- Authors
Wang, Tao
- Abstract
Retailers are increasingly looking to strengthen the relationship with their customers by building a store's brand equity and brand engagement. One solution is to leverage in-store music to create a captivating store atmosphere. I explored the role of customer attitudes toward in-store music in enhancing a store's brand equity and brand engagement and subsequently, brand relationship in the context of a shopping mall outlet. I obtained 256 valid responses using a questionnaire survey. The results of structural equation modeling revealed that customers' favorable attitudes toward in-store music is positively related to both a store's brand equity and brand engagement, which, in turn, are positively related to brand relationship. This current study enhances the understanding of in-store music by empirically verifying its relevance in building the store–customer relationship.
- Subjects
BRAND equity; BRANDING (Marketing); CONSUMER psychology; HOUSE brands; CONSUMER attitudes
- Publication
Social Behavior & Personality: an international journal, 2023, Vol 51, Issue 12, p1
- ISSN
0301-2212
- Publication type
Article
- DOI
10.2224/sbp.12737