Date of Graduation

9-2025

Document Type

Thesis

Degree Name

Master of Arts in Journalism (MA)

Degree Level

Graduate

Department

Journalism

Advisor/Mentor

Chung, Jee-Young

Committee Member

Eunjoo Cho

Second Committee Member

Sisi Hu

Keywords

advertising; branding; fashion; music; music genre

Abstract

This study examines how music genre, brand type, and the perceived congruency between the two influences consumer perceptions of fashion advertising. Guided by Congruity Theory and Attitude Theory, this study employed a 3x3 experimental design in which 252 participants viewed one of nine advertisement conditions varying by music genre (pop, hip-hop, electronic) and brand type (activewear, fast fashion, luxury). A series of one-way ANOVAs, bivariate correlations, and regression analyses were conducted to interpret the effects of music genre, brand type, and perceived congruency on attitudes toward 1) the advertisement and brand, 2) credibility of the advertisement and brand, and 3) purchase intention. Results revealed that pop music was the most effective genre in eliciting favorable attitudes, while hip-hop performed the least favorably across consumer outcomes. Additionally, activewear and fast fashion brands elicited more positive responses than luxury brands. Perceived congruency had a positive influence on all consumer outcomes, particularly attitude toward advertisement. Additionally, brand attitude was found to be the most significant predictor of purchase intention. These findings contribute to the literature on music in fashion advertising by demonstrating that the alignment of music genre with brand type significantly enhances advertising effectiveness.

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