In-store music and consumer-brand relationships: Relational transformation following experiences of (mis)fit

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Reviewing congruity effects in the service environment musicscape (2008, background): “Indeed, a similar point is made in a qualitative study by Beverland et al. (2006)”
Store Environment, Personality Factors and Impulse Buying Behavior in Egypt: The Mediating Roles of Shop Enjoyment and Impulse Buying Tendencies (2015, background): “In either case, the brand effect could be one of reinforcement resulting in a pleasant, expected experience, or music could be part of a transformational experience, resulting in enjoyment and increased loyalty [9,10].”
The Multilevel Nature of Customer Experience Research: An Integrative Review and Research Agenda (2018, unknown): “Furthermore, brand perceptions are also influenced by room temperature (Möller and Herm 2013), olfactory cues (Moore 2013) and the overall fit between sensory cues and brand values (Beverland et al. 2006).”