Multi-item scale construction to measure consumers’ attitude toward advertising music

This study carries out operationalization and empirical validation of the merely conceptualized construct attitude toward advertising music (Aam). Consumers’ evaluative response toward advertising music (ad music) has been captured by Aam scale with the help of three underlying factors: congruity, music appeal, and utilitarian. The scale will be useful both in academic research and in ad practice. As advertisers engage in projects to understand and improve the attitude of the consumer toward the ad music, they can use the scale for making effective ads.