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Selected personal related and brand related predictors of the success of audio branding

  • Although there is a numerous amount of literature on the effects of background music in advertising, we still lack empirical studies on the prerequisites and effects of audiobranding. The current paper deals with the question to which extent success of audio branding can be explained by several potential determinants. The success of audio branding is operationalised by measuring the level of aided and unaided recall of audio logos. We distinguish between two categories of determinants: Firstly brand relatedpredictors such as fit between brand and audio logo.Secondly, according to the logic of market segmentation´s criteria, we derive personal-related predictors such as age and consumer´s musicality (i.e. sociodemographic), involvement (psychographic) and media use (behavioural). The survey examines the coherence of such criteria with the recall of eight famous brands´ audio logos. As a result, all brand-related and personal-related predictors show weak but significant correlations with the recall of audio logos. In the second stepAlthough there is a numerous amount of literature on the effects of background music in advertising, we still lack empirical studies on the prerequisites and effects of audiobranding. The current paper deals with the question to which extent success of audio branding can be explained by several potential determinants. The success of audio branding is operationalised by measuring the level of aided and unaided recall of audio logos. We distinguish between two categories of determinants: Firstly brand relatedpredictors such as fit between brand and audio logo.Secondly, according to the logic of market segmentation´s criteria, we derive personal-related predictors such as age and consumer´s musicality (i.e. sociodemographic), involvement (psychographic) and media use (behavioural). The survey examines the coherence of such criteria with the recall of eight famous brands´ audio logos. As a result, all brand-related and personal-related predictors show weak but significant correlations with the recall of audio logos. In the second step a multiple logistic regression analysis is performed to measure the contribution of each explanatory variable. Five out of seven predictors prove to be relevant for the success of audio branding.show moreshow less

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Author:Sebastian Zips, Joachim Riedl
URN:urn:nbn:de:bvb:1051-opus4-1027
Series (Serial Number):Open Science Publications of Access Marketing Management (2017)
Publisher:Access Marketing Management e.V.
Document Type:Article
Language:English
Date of Publication (online):2019/04/01
Date of first Publication:2019/04/08
Publishing Institution:Hochschule für Angewandte Wissenschaften Hof
Release Date:2019/04/08
Tag:audio branding; audio logo; brand management; logistics regression; recall
Page Number:16
Licence (German):License LogoCreative Commons - CC BY-NC-ND - Namensnennung - Nicht kommerziell - Keine Bearbeitungen 4.0 International
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