The Influence of the Background Music Genre on Brand Attitude on the Example of Grocery Stores

Every day, scientists are becoming more and more interested in new marketing factors that can affect the attitude of consumers to the brand, their mood and willingness to buy the provided product. Background music is one of such factors, the role and influence of which tends to be actively discussed in modern research. However, at this point, most of the empirical work on this topic can be characterized by a narrow focus on background music in shopping malls, restaurants and cafes. In this connection, the purpose of this study is to examine impact of background music on brand attitudes in terms of the congruence of the music genre and visual advertising stimulus. The empirical part of this work consists of two pretests and the main experiment using the Brand Attitudes scale. It is expected that the congruence between the background music genre and the presented series of advertising images will increase the positive attitude of consumers towards the brand, and the mismatch will decrease it. Taken together, these results will contribute to defining the role of background music in brand promotion. In addition, the information obtained can be useful for the development of new advertising aimed at attracting buyers to the goods. Keywords: background music, genres of music, attitude to the brand, advertising