Luxury shoppers' experiences with background music: Implications for luxury brand management

This chapter focuses on the impact of music on customers' shopping experiences, both in physical and online luxury retail service settings. It highlights the strategic importance of music in enhancing luxury brand experiences, underscoring the need for congruity between music and brand to avoid unfavourable outcomes. It builds on earlier research on the impact of background music in service settings. Two exploratory studies show how consumers understand the power of music to enhance brand image. The discussion emphasises the strategic role of music in luxury brand experiences, contributing valuable insights for luxury brand management.