Currently browsing: Items authored or edited by Morteza Abolhasani https://orcid.org/0000-0002-3772-2619

Abolhasani, Morteza; Oakes, Steve and Golrokhi, Zahra (2021). Advertising Music and the Effects of Incongruity Resolution on Consumer Response. In: Waiguny, Martin and Rosengren, Sara eds. Advances in Advertising Research: Designing and Communicating Experience, Volume XI. Springer Gabler, pp. 183–193.

Oakes, Steve and Abolhasani, Morteza (2021). Musical Congruity in Advertising: Established and Emerging Themes. In: Deaville, James; Tan, Siu-Lan and Rodman, Ron eds. The Oxford Handbook of Music and Advertising. Oxford: Oxford University Press, pp. 757–774.

Abolhasani, Morteza and Golrokhi, Zahra (2021). Eat to the Beat: Musical Incongruity Resolution in Restaurant Advertising. Journal of International Consumer Marketing (Early access).

• Download Version of Record (PDF / 2MB)

Abolhasani, Morteza; Oakes, Steve and Oakes, Helen (2019). Advertising music and the effects of incongruity resolution on consumer response. In: 52nd Academy of Marketing Conference, 2-4 Jul 2019, Regent's University, London, UK.

Lindridge, Andrew; Abolhasani, Morteza; Michuki, Gidraph and Simões, Claudia (2019). Reclaiming the 'tribe' from 'consumer tribe'. In: Consumer Culture Theory Conference 2019, 17-19 Jul 2019, Concordia University, Montreal, Canada.

Abolhasani, Morteza and Oakes, Steve (2019). Advertising Music and the Effects of Incongruity Resolution on Consumer Response. In: ICORIA 2019 (18th International Conference on Research in Advertising), 27-29 Jun 2019, Krems, Austria.

Abolhasani, Morteza; Oakes, Steve and Oakes, Helen (2017). Music in advertising and consumer identity: The search for Heideggerian authenticity. Marketing Theory, 17(4) pp. 473–490.

• Download Version of Record (PDF / 216kB)

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.

Abolhasani, Morteza and Oakes, Steve (2016). Investigating the influence of background music in higher education advertisements: A genre perspective. In: The 15th International Conference on Research in Advertising (ICORIA) 2016, 30 Jun - 2 Jul 2016, Ljubljana.

Abolhasani, Morteza (2015). A mixed methods approach to investigating the influence of background music in Higher Education Advertising. In: 1st IBSS-ULMS Marketing Research Workshop, 17-18 Jun 2015, Xi’an Jiaotong-Liverpool University (XJTLU), Suzhou, China.