The Impact of Music-Message Congruence on Brand Identity and Consumer Trust

Author(s)	Ms. V. Ramadevi, Prof. Prof Dwaram VJ Lakshmi, Dr. U. Himabindu
Country	India
Abstract	This paper is concerned with the effect of music in advertising by observing the effects of brand identity and consumer trust on music-message congruence and music emotional tone. After taking a sample of 200 respondents, four hypotheses were tested using a regression analysis to comprehend the effect of music on brand perception in terms of cognitive and emotional. The findings indicate that music-message congruence has positive effects by promoting brand identity and consumer trust through promoting consistency between audio and brand message. Also, music's emotional tone proved to be a better predictor of brand identity and trust, and this emphasized the importance of emotionally sensitive music to the formation of consumer relationships. The results prove that music serves as a good branding instrument, the rationale and emotional perception of the consumer. This research makes its contribution to the branding literature by underlining the significance of intentional music choice, but also provides ramifications that can be used by marketers to enhance brand communication using sound.
Keywords	-
Published In	Volume 7, Issue 6, November-December 2025
Published On	2025-12-25
DOI	https://doi.org/10.36948/ijfmr.2025.v07i06.65947

About IJFMR Fees & Payment Current Issue Publication Archive	Submit Research Paper Track Submission Status Publication Guidelines Publication Ethics Peer Review & Plagiarism	Join as a Reviewer Editors & Reviewers Reviewer Referral Program Get Reviewer Membership Certi.	Website/Journal Policies Usage Policy Content Policies Privacy Policy

Contact Us		+91-9687-828-838	editor@ijfmr.com

International Journal For Multidisciplinary Research