Work

Sound branding : the role of music in consumer perceptions, behaviours, and practitioner beliefs

Year: 2018

Type: dissertation

Abstract: This thesis investigates the role of music in branding and its impacts on consumer perceptions and behaviours.Sound branding (also called 'audio branding' or 'sonic branding') is the use of sound to represent a brand, build a brand identity, and influence consumers.It is both a complex, multidisciplinary research topic and a real world practice.This thesis examines the relationship between academic and practitioner perspectives, and uses this as the starting point for examining how music (rather than the larger category of 'sound') is used in sound branding to influence consumer perceptions and behaviours.A series of interviews with sound branding practitioners sought to understand their

Source: White Rose eTheses Online (University of Leeds, The University of Sheffield, University of York)

Author: Alison Wong

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W2943803148

Cites: 164

Cited by: 3

Related to: 10