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

Abdul Rahman, Mohammad Hasrul (2012) Music consumption in advertising and how it influences the affective attitude : a Malaysian perspective / Mohammad Hasrul Abdul Rahman. [Student Project] (Unpublished)

Abstract

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 relating their products and music. The study will involve the Malaysia consumers in measuring their attitude towards a specific advertisement. The research intended to comply the argument that stated later in the paperwork by Murray & Murray (1996), different countries have systematic difference of information carried in different countries on accepting the music in advertisement. Using questionnaire, the research will investigate the respondent affective attitude regarding the music use in advertising, based on the model of consumer response to music in advertising (listening situation, musical stimulus, and listener characteristic) by Lantos & Cranton (2012).

Metadata

Item Type: Student Project
Creators:
Creators
Email / ID Num.
Abdul Rahman, Mohammad Hasrul
2009923593
Contributors:
Contribution
Name
Email / ID Num.
Advisor
Syed Annuar, Sharifah Nurafizah
shari339@uitm.edu.my
Subjects: H Social Sciences > HF Commerce > Marketing > Marketing research. Marketing research companies. Sales forecasting > Market surveys. Including brand choice. Brand loyalty
H Social Sciences > HF Commerce > Advertising > Moral and ethical aspects
H Social Sciences > HF Commerce > Advertising > Advertising campaigns
H Social Sciences > HF Commerce > Advertising > Methods. Outdoor advertising. Billboards. Posters
Divisions: Universiti Teknologi MARA, Sabah > Kota Kinabalu Campus > Faculty of Business and Management
Programme: Bachelor of Business Administration (Hons) Marketing
Keywords: Music consumption; Advertising; Affective attitude
Date: 2012
URI: https://ir.uitm.edu.my/id/eprint/71927
Edit Item
Edit Item

Download

[thumbnail of 71927.pdf] Text
71927.pdf

Download (492kB)

Digital Copy

Digital (fulltext) is available at:

Physical Copy

Physical status and holdings:
Item Status:
On Shelf

ID Number

71927

Indexing

Statistic

Statistic details