In search of the right in-store music

Morrison, M and Beverland, M 2003, 'In search of the right in-store music', Business Horizons, vol. 46, no. 6, pp. 77-82.


Document type: Journal Article
Collection: Journal Articles

Title In search of the right in-store music
Author(s) Morrison, M
Beverland, M
Year 2003
Journal name Business Horizons
Volume number 46
Issue number 6
Start page 77
End page 82
Total pages 6
Publisher Elsevier Inc.
Abstract Have you ever been in a retail store without giving much thought to how long you've stayed there? Do some shoppers seem to move to the beat of the music while others opt for a hasty retreat? Professionally programmed in-store music can be the means to creating a powerful competitive edge. By providing the right sound, retailers can increase customers' stay time, make a long-term link with their target market, and influence perceptions of product and service by building customer-brand relationships. However, they must identify a sound that will reflect their brand, help achieve their strategies, and interact harmoniously with other atmospheric elements.
Subject Consumer-Oriented Product or Service Development
Keyword(s) in-store music
retail
customers' stay time
customer-brand relationships
DOI - identifier 10.1016/S0007-6813(03)00092-2
ISSN 0007-6813
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