What does your brand sound like?

This paper examines the impact of the congruence between the background music and the brand image on the customer behavior in retail store. The thesis’s hypotheses are built after the famous S-O-R-model that unveils if congruence background music affects the customers’ emotions, brand image and response. The aim of the study is mainly to answer if the congruent background music stimuli in the retail environment will affect the customer's emotions and if it will increase spending time and money. The congruent background music has been selected through two pre-study designs based on consumers’ brand image. A quantitative study has been conducted where triangulation was applied in a real store environment, where in total 201 surveys was collected for the main study. 601 customers were observed and real sales data was obtained. The results show that congruent background music increases the average sale and has a positive effect on the brand image and customer satisfaction. The thesis aims to contribute knowledge to further academic research on the subject to perform experiments in a real retail environment, teach retailers how to work with congruent background music in stores and lastly enlighten consumers about the daily influential stimuli they are faced with in-store. Keywords: background music, congruence, brand image, store atmosphere and in-store marketing.