Effects of Ad Music Attitude on Ad Attitude, Brand Attitude, and Purchase Intention

The primary objective of this paper is to assess the effects of ad music attitude (A(am)) on ad attitude (A(ad)), brand attitude (A(b)), and purchase intention (PI). Further, this article intends to test the mediating role of A(ad) and A(b) between A(am) and PI. The bootstrap method in AMOS 20 was adopted to test the hypotheses. The finding indicates that A(am) invokes A(ad,) which influences A(b), and in turn, invokes PI. The result suggests a hierarchical relationship between A(am), A(ad), A(b), and PI. Subsequently, it supports the central hypothesis of the serial mediation role of A(ad) and A(b) between A(am) and PI. This research adds to the ad and marketing literature by empirically examining the relationship of A(am) with A(ad), A(b), and PI; proposes a multiple and serial mediation model to study the relationships. Knowing that attitudes (music, ad, and brand) can have a significant and positive relationship and can, in some cases, mediate each other allows advertisers a more efficient and effective way to advertise both traditionally and digitally to attain PI.