This paper examines how the emotional engagement mediates between the elements of advertising music including genre, tempo, lyrics, and emotional tone and brand personality perception. The study is based on the Affective Transfer Theory and schema Congruity Theory and is tested on a parallel parallel mediation model according to which the music-induced emotional engagement becomes the psychological mechanism that connects auditory elements with the perception of brand personality traits (Sincerity, Excitement, Competence, Sophistication, and Ruggedness) by the consumers. An experimental design that was used is quantitative and involved 200 participants who were exposed to controlled advertisement stimuli. The testing of mediation was done by Hayes (2018) PROCESS Macro Model 4, which is an OLS regression-based bootstrapping method, 3,000 resamples, and 95% bias-corrected confidence intervals. A supplementary procedure was the Baron and Kenny (1986) causal steps procedure and a formal significance test of the indirect effects was done using the Sobel test. Findings established complete mediation on emotional tone (indirect effect =.27, 95 percent BCa CI [.20, .35]) and partial mediation on genre (a xb =.18), tempo (a xb =.16) and lyrics (a xb =.13) on brand personality perceptions through emotional involvement. These results are of theoretically and practically relevant information on good branding and advertisement strategy
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