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Towards a Common Terminology for Music Branding Campaigns

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


Publication details

JournalJournal of Marketing Management
DateAccepted/In press - 16 Dec 2019
DateE-pub ahead of print (current) - 22 Jan 2020
Number of pages35
Pages (from-to)176-209
Early online date22/01/20
Original languageEnglish


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.

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