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| Autori principali: | , , |
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| Natura: | Recurso digital |
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| Pubblicazione: |
Zenodo
2026
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| Accesso online: | https://doi.org/10.5281/zenodo.19666254 |
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Sommario:
- <h1>ABSTRACT</h1> <p class="MsoNormal"><span>This study examines how music in advertising affects brand recall, focusing specifically on undergraduate students at the Arab International University (AIU). In today’s crowded and highly competitive media environment, music has become much more than simple background sound. It plays a powerful role in shaping emotions, attracting attention, and helping consumers remember brands.</span></p> <p class="MsoNormal"><span>Using an exploratory research design and a mixed-methods approach, the study collected data through questionnaires completed by AIU students after they were exposed to selected advertisements that used music. The results show that music has a strong positive impact on brand recall. It helps capture attention, evokes emotional reactions, and creates meaningful connections between the brand and musical elements.</span></p> <p class="MsoNormal"><span>Key musical features such as rhythm, melody, tempo, and the type of music were found to be the most influential in improving recall. By offering empirical evidence from a Syrian university context, this study adds to the existing advertising and branding literature. It also provides practical insights for marketers who want to use music more effectively in advertising to strengthen brand memorability among young consumers.</span></p> <p class="MsoNormal"><span>This version is archived in the Arab International University (AIU) repository for open access and dissemination purposes. The content of this paper has not been modified from the original publication. For more information, please visit the official repository of Arab International University (AIU): <a href="https://www.aiu.edu.sy/" rel="noopener"><strong>https://www.aiu.edu.sy</strong></a></span></p>