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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 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.
Die Einstellungsforschung hat eine lange Tradition im Marketing. Dabei wird gängiger Weise davon ausgegangen, dass Einstellungen relativ stabil sind. Demgegenüber zeigt der vorliegende Beitrag, dass alleine schon die Konfrontation mit einigen die Kognition fordernden Kriterien zur Markenbewertung die Konsumenten dazu bewegen kann, ihr Markenurteil spontan zu verändern. Zweitens wird gefunden, dass sich im Falle von Sportswear das Urteil durch die kognitiven Bewertungsprozesse verschlechtert. Und drittens ist festzustellen, dass die Emotionen insgesamt einen größeren Teil des Kaufverhaltens der Konsumenten zu erklären vermögen als die kognitiven Einstellungskomponenten.