Investigating the Influence of Musical Congruity in Higher Education Advertising: A Genre Congruity Perspective

Abolhasani, Morteza and Oakes, Steve (2017). Investigating the Influence of Musical Congruity in Higher Education Advertising: A Genre Congruity Perspective. In: Zabkar, Vesna and Eisend, Martin eds. Advances in Advertising Research: Challenges in an Age of Dis-Engagement, Volume VIII. Springer Gabler, pp. 183–196.

DOI: https://doi.org/10.1007/978-3-658-18731-6_14

URL: https://www.springer.com/la/book/9783658187309

Abstract

It is vitally important for universities to understand the external perceptions of their brand (Watkins and Gonzenbach, 2013). Intense competition among Higher Education (HE) institutions as well as decreased funding have forced universities to emphasise branding activities.

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