The Influence of Music in Advertising on Brand Equity

Abstract

An experiment, which had the aim of finding out what effect music in advertising has on brand equity, was conducted. A radio advert for an unknown brand (an energy drink not on the Icelandic market) was prepared and had three different versions. These featured the same voice component of the advert accompanied by music that fit with the image of the brand, music that did not fit the brand’s image and no music. The same originally scored song was used in both the experimental groups but with different arrangements. In contrast to previous research our results do not indicate that increased congruency between musical genre and the brand increases brand equity.