Ambient music and retailer equity: The moderating role of music fit

Researchers have explored the impact of ambient music on consumer responses in the retail environment and reported conflicting findings. This study investigated the relationship between ambient music and retailer equity, with a focus on the moderating effect of music fit. Data were collected through a field study conducted in a fashion store, where pop songs were used to attract customers (N = 406). Hierarchical regression analysis results suggested that ambient music was positively associated with retailer equity, and the strength of this relationship was moderated by music fit. Specifically, the positive impact of ambient music on retailer equity was stronger when the music aligned with customers’ overall image of the store. The theoretical and practical implications of the findings are discussed.