By the same authors

Creating a Brand Image through Music: Understanding the Psychological Mechanisms behind Audio Branding

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Publication details

Title of host publicationThe Oxford Handbook of Sound and Imagination
DateSubmitted - 2016
DateAccepted/In press - 2018
DateE-pub ahead of print - Aug 2019
DatePublished (current) - Sep 2019
PublisherOxford University Press
Place of PublicationOxford
EditorsMark Grimshaw, Mads Walther-Hansen, Martin Knakkergaard
Volume2
Original languageEnglish
ISBN (Print)9780190460167

Abstract

Hauke Egermann explores the influence of music on how consumers imagine the characteristics of a brand. He deals with several psychological mechanisms in order to outline the associative and emotional potential of music and to illustrate how music aids in establishing brand recognition and recall in consumers. Egermann elaborates on how music can create brand attention and affective responses in consumers and affect the cognitive meaning of a brand image. He sums up by arguing for a brand-music communication model that describes three different functions of music in the creation of a brand identity: brand salience, cognitive meaning, and emotional meaning.

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