The role of music in user generated advertising

• Main Author: Παπαδοπούλου, Δώρα
• Other Authors: Κούτλας, Δημήτριος
• Format: Thesis
• Language: English
• Published: 2016
• Subjects: Commercials; Music; User generated advertising; Music preferences; Brand attitude; Purchase intention; Music fit; Consumer's expectations; Διαφημίσεις; Μουσική; Μουσική προτίμηση; Στάση για τη μάρκα; Διάθεση αγοράς; Μουσικό ταίριασμα; Προσδοκίες καταναλωτών; 659.14

This study was conducted as part of the Postgraduate Program “New Principles of Business Administration, MBA”. The research was based on the role of music in Marketing field. Especially in advertisement is not researched in an extended degree opposite to other elements of the advertisement. The pur...