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The Role of Sound in Brand Perception: a Mixed‐Methodology Approachстатья
- Авторы: Зотова Е.П., Пахалов А.М.
- Сборник: 11th EMAC Regional Conference "Challenging the status quo in marketing research"
- Серия: Proceedings of the European Marketing Academy
- Том: 11
- Год издания: 2020
- Издательство: University of Zagreb
- Местоположение издательства: Croatia
- Первая страница: 355
- Последняя страница: 363
- DOI: 10.13140/RG.2.2.31075.99363
- Аннотация: Sonic branding is one of the most promising marketing communication tools. The effectiveness of audio advertising campaigns is determined by the ability of sound elements to form a positive brand image in the consumers’ minds. Our study aimed to measure the perception of audio advertising stimuli based on a combination of psychophysiological and sociological methods. The analysis of EEG data and subjective responses showed that a high level of experienced emotions is associated with interest in the advertised brand. We also found evidence on the role of jingles in forming positive brand associations.
- Добавил в систему: Пахалов Александр Михайлович
Прикрепленные файлы
| № | Имя | Описание | Имя файла | Размер | Добавлен |
|---|---|---|---|---|---|
| 1. | Полный текст | Полный текст статьи | ZotovaPakhalov_2020.pdf | 792,1 КБ | 7 ноября 2020 [pakhalov] |