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

TY - CHAP

T1 - Creating a Brand Image through Music

T2 - Understanding the Psychological Mechanisms behind Audio Branding

AU - Egermann, Hauke

PY - 2019/9

Y1 - 2019/9

N2 - 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.

AB - 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.

U2 - 10.1093/oxfordhb/9780190460242.013.29

DO - 10.1093/oxfordhb/9780190460242.013.29

M3 - Chapter

SN - 9780190460167

VL - 2

BT - The Oxford Handbook of Sound and Imagination

A2 - Grimshaw, Mark

A2 - Walther-Hansen, Mads

A2 - Knakkergaard, Martin

PB - Oxford University Press

CY - Oxford

ER -