In-store music and brand personality: Exploring fits and misfits between in-store music and brand personality

Karoline Ringstad

Student thesis: Master thesis

Abstract

Executive summary: This thesis explores the fits and misfits between in-store music and brand personalities. An experiment was conducted with the objective to investigate the effects of fits and misfits between in-store music and in-store design for different brand personalities, and how it affected desired time spent browsing in a store. The study has focused on three aspects of in-store music; - What is the best fit between a specific brand personality and different music genres - Which combination of brand personality and in-store music will increase subjects´ willingness to spend time browsing in the store - What is the determining factor that makes subjects want to browse in a store or not An experiment was created on research from music theory, brand personality theory, with a specific focus on Jennifer Aaker´s Brand Personality Dimensions, and neuroscience. The 50 subjects in this research consisted of a convenience sample; hence the demographic specifications were male/females between the ages of 19 – 30 currently studying at an undergraduate or graduate level in Norway or Denmark, categorized as “Students”. The study concluded three new insights: 1. What theoretically was supposed to be a fit with between a brand personality and a certain music genre, was not automatically the best fit. In fact, a pattern of a preferred music genre across several brand personalities became evident during the study. 2. The research found that a perceived fit between in-store music and brand personality does not automatically result in a desire to spend more time in browsing in a store. 3. The main factor that determined most of the subjects desire to spend time in a store environment or not, was “The Products”. The music in it self is not a strong enough factor to make someone stay in or enter a store, but rather a factor than can make subjects choose to stay longer or shorter once they are in the store. The study concluded three new insights: 1. What theoretically was supposed to be a fit with between a brand personality and a certain music genre, was not automatically the best fit. In fact, a pattern of a preferred music genre across several brand personalities became evident during the study. 2. The research found that a perceived fit between in-store music and brand personality does not automatically result in a desire to spend more time in browsing in a store. 3. The main factor that determined most of the subjects desire to spend time in a store environment or not, was “The Products”. The music in it self is not a strong enough factor to make someone stay in or enter a store, but rather a factor than can make subjects choose to stay longer or shorter once they are in the store.

EducationsMSc in Brand and Communications Management, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2014
Number of pages105