Impact of Music Familiarity and Emotional Response on Consumer Brand Engagement: An Empirical Study

Abstract

Music has turned into an essential part of the contemporary brand communication and has capacity to impact consumer perceptions, emotional reactions and the levels of engagement. This is an empirical research on how consumer brand engagement is influenced by music-related factors. In particular, the research determines how music familiarity, music-brand fit, music emotional reaction, and music perceived credibility affect consumer brand engagement. A quantitative research design was used and primary data was taken among 200 consumers by using structured questionnaire on the basis of five-point Likert scale. Cronbach alpha coefficients were found to be greater than 0.70, and this was used to validate reliability and validity of the instrument. The SPSS was used to analyse the data by applying descriptive statistics, Pearson correlation, and simple linear regression methods. The results indicate that the four independent variables have a statistically significant and positive effect on consumer brand engagement. The strongest predictor has been defined as emotional response to music, then music-brand personality fit, music familiarity and perceived music credibility. The paper comes to the conclusion that the music that is carefully chosen and emotionally motivated can greatly increase the consumer interest in brands, which can be useful to marketers and brand managers.