The Influence of Music on Perceptions of Brand Personality, Décor, and Service Quality: The Case of Classical Music in a Fine-Dining Restaurant

ABSTRACT Consumers' perceptions of brand personality, décor, and service quality are often regarded as integral drivers of satisfaction judgments and loyalty towards hospitality businesses. Therefore, this study extends existing atmospherics research by testing the influence of music on consumers' perceptions of brand personality, décor and service quality in a laboratory experiment conducted on undergraduate business students in a fine dining restaurant setting. Findings indicate that music does have an influence on perceptions of brand personality and décor, but does not appear to have a significant impact on perceptions of service quality.