Customer satisfaction mediates the relationship between in‐store music and stores’ brand equity

One option for improving store appeal is leveraging the power of in‐store music. This study explored the relationship between in‐store music and stores’ brand equity, with a particular focus on the mediating effect of customer satisfaction. We administered a paper‐based survey to a sample of 268 customers of four Korean apparel stores situated in the northeast region of China, where Korean music was utilized to attract customers. Data analysis was conducted using structural equation modeling. The findings revealed a positive and direct association between a favorable perception of in‐store music and stores’ brand equity. Moreover, customer satisfaction played a significant mediating role in this relationship. These findings, which shed light on how instore music can enhance customer satisfaction and promote stores’ brand equity, will be particularly useful for retailers.