Towards a Common Terminology for Music Branding Campaigns

Martin  Herzog; Steffen Lepa; Hauke Egermann; Andreas Schoenrock; Jochen Steffens

doi:10.1080/0267257X.2020.1713856

Towards a Common Terminology for Music Branding Campaigns

Martin Herzog, Steffen Lepa, Hauke Egermann, Andreas Schoenrock, Jochen Steffens

Music

Research output: Contribution to journal › Article › peer-review

Abstract

Our contribution involves the development and validation of a standardised terminology for the description and comparison of music branding communication aims. We initially review relevant literature from marketing and music psychology research, and then carry out two empirical studies. In the first, an expert focus group develops an inventory of categories and adjectives representing all aspects of brand identities that can be conveyed through music, the multi-lingual Music Branding Expert Terminology (MBET). The second one is an online survey with 305 marketing experts that successfully confirms the terminology’s relevance across different product and service sectors. Finally, we describe how the practical application of the MBET can help to ease communication between all stakeholders in the music branding sector and how this will potentially increase the effectiveness of music branding campaigns.

Original language	English
Pages (from-to)	176-209
Number of pages	35
Journal	Journal of Marketing Management
Volume	36
Early online date	22 Jan 2020
DOIs	https://doi.org/10.1080/0267257X.2020.1713856
Publication status	E-pub ahead of print - 22 Jan 2020

Bibliographical note

© 2020 Westburn Publishers Ltd. This is an author-produced version of the published paper. Uploaded in accordance with the publisher’s self-archiving policy. Further copying may not be permitted; contact the publisher for details.

Access to Document

10.1080/0267257X.2020.1713856

Herzog_etal_postprint
© 2020 Westburn Publishers Ltd. This is an author-produced version of the published paper. Uploaded in accordance with the publisher’s self-archiving policy. Further copying may not be permitted; contact the publisher for details.
Accepted author manuscript, 826 KB

Cite this

@article{4d6e0de99bb74e7c95cf86d128abdf1d,

title = "Towards a Common Terminology for Music Branding Campaigns",

abstract = "Our contribution involves the development and validation of a standardised terminology for the description and comparison of music branding communication aims. We initially review relevant literature from marketing and music psychology research, and then carry out two empirical studies. In the first, an expert focus group develops an inventory of categories and adjectives representing all aspects of brand identities that can be conveyed through music, the multi-lingual Music Branding Expert Terminology (MBET). The second one is an online survey with 305 marketing experts that successfully confirms the terminology{\textquoteright}s relevance across different product and service sectors. Finally, we describe how the practical application of the MBET can help to ease communication between all stakeholders in the music branding sector and how this will potentially increase the effectiveness of music branding campaigns.",

author = "Martin Herzog and Steffen Lepa and Hauke Egermann and Andreas Schoenrock and Jochen Steffens",

note = "{\textcopyright} 2020 Westburn Publishers Ltd. This is an author-produced version of the published paper. Uploaded in accordance with the publisher{\textquoteright}s self-archiving policy. Further copying may not be permitted; contact the publisher for details.",

year = "2020",

month = jan,

day = "22",

doi = "10.1080/0267257X.2020.1713856",

language = "English",

volume = "36",

pages = "176--209",

journal = "Journal of Marketing Management",

issn = "0267-257X",

publisher = "Taylor & Francis",

}

TY - JOUR

T1 - Towards a Common Terminology for Music Branding Campaigns

AU - Herzog, Martin

AU - Lepa, Steffen

AU - Egermann, Hauke

AU - Schoenrock, Andreas

AU - Steffens, Jochen

N1 - © 2020 Westburn Publishers Ltd. This is an author-produced version of the published paper. Uploaded in accordance with the publisher’s self-archiving policy. Further copying may not be permitted; contact the publisher for details.

PY - 2020/1/22

Y1 - 2020/1/22

N2 - Our contribution involves the development and validation of a standardised terminology for the description and comparison of music branding communication aims. We initially review relevant literature from marketing and music psychology research, and then carry out two empirical studies. In the first, an expert focus group develops an inventory of categories and adjectives representing all aspects of brand identities that can be conveyed through music, the multi-lingual Music Branding Expert Terminology (MBET). The second one is an online survey with 305 marketing experts that successfully confirms the terminology’s relevance across different product and service sectors. Finally, we describe how the practical application of the MBET can help to ease communication between all stakeholders in the music branding sector and how this will potentially increase the effectiveness of music branding campaigns.

AB - Our contribution involves the development and validation of a standardised terminology for the description and comparison of music branding communication aims. We initially review relevant literature from marketing and music psychology research, and then carry out two empirical studies. In the first, an expert focus group develops an inventory of categories and adjectives representing all aspects of brand identities that can be conveyed through music, the multi-lingual Music Branding Expert Terminology (MBET). The second one is an online survey with 305 marketing experts that successfully confirms the terminology’s relevance across different product and service sectors. Finally, we describe how the practical application of the MBET can help to ease communication between all stakeholders in the music branding sector and how this will potentially increase the effectiveness of music branding campaigns.

U2 - 10.1080/0267257X.2020.1713856

DO - 10.1080/0267257X.2020.1713856

M3 - Article

SN - 0267-257X

VL - 36

SP - 176

EP - 209

JO - Journal of Marketing Management

JF - Journal of Marketing Management

ER -