Mic Check: How Does the Use of Hip-Hop Music in Advertising Impact Perceived Brand Authenticity and Behavioral Intention?

Dexter L. Purnell, Kimberly V. Legocki, Rhonda K. Reger

Research output: Contribution to conferencePresentation

Original languageAmerican English
StatePublished - Nov 8 2023
EventSociety for Marketing Advances (SMA) Conference - Ft. Worth, TX
Duration: Nov 8 2023 → …


ConferenceSociety for Marketing Advances (SMA) Conference
Period11/8/23 → …


  • Integrated Marketing Communications (IMC)
  • Hip-Hop
  • Brand Authenticity
  • Brand Behavior
  • Advertising


  • Advertising and Promotion Management
  • Marketing

Cite this