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The effects of congruent versus incongruent music styles and high and low cognition ad copy on AAd and ABrand
This study examines the effects of music styles, which are congruent and incongruent with brand image, on attitude towards the advertisement (A$\sb{\rm Ad}$) and attitude towards the brand (A$\sb{\rm Brand}$). The intervening effects of high and low cognition processing situations are also examined.
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