Relationships among happy songs, store brand image, and store brand awareness

Abstract

In this study we investigated the relationship between happy songs and store brand equity. In particular, we emphasized two pivotal components of brand equity (store brand image and store brand awareness), and explored the underlying mediating mechanism of these relationships. A survey study was conducted in a fashion store, where 266 customers (127 men and 99 women) reported their perception of happy songs, store brand image, and store brand awareness. Structural equation modeling revealed a positive relationship between happy songs and store brand image, and this link was, in turn, positively related to store brand awareness. Thus, store brand image played a mediating role in the relationship between happy songs and store brand awareness. This study contributes to better understanding of the relationship between store music and store brand equity, providing practical insights for retailers to build brand equity by using music cues in their stores.