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Can poetry shape our brand perceptions? An empirical study of the ‘poetry infusion effect’

  • Purpose This study aims at examining the benefit of using poetry in a brand context. Hence, it strives at extending the art infusion effect, which had been found in previous research and demonstrated that art could enhance product and brand perceptions. Instead of focusing on visual art, this study aims at testing whether the effect is also perceivable for non-visual art, concretely, for poetry. It proposes that next to the art infusion effect, also a poetry infusion effect exists. In order to ascertain this assumption, it intends to measure specifically, whether the inclusion of poetry in advertising has a positive impact on product and brand perception. Design/methodology/approach Next to a desk research, this study uses an experimental study to test the poetry infusion effect. By presenting advertising spots with and without poetry to different experimental groups, it is examined, whether people evaluate a brand and its products more positively, when having heard a poem before. Concretely the participants’ luxury and modernity perception of the brand, as well as their product evaluation are measured. Findings The results of this study show that there is a direct effect between the presence of poetry and a positive product evaluation. Furthermore, it demonstrates that also the luxury and modernity perception is enhanced through poetry, and that both of these aspects have an impact on a more positive product evaluation. Research limitations/implications On a managerial level this study implies, that it can be beneficial for brands to use poems in their advertising campaigns, or even cooperate with poets. Originality/value Up to this point literature looking at the connection between brands and art has focused on visual art. This research extends this field of study, by examining the effect of a literary form of art, namely poetry, which constitutes a promising field of study in a marketing context, because poetry has always played an important role in the history of brand management and advertising.

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Metadaten
Author:Adriana Chávez Gossen
Referee:Carsten Baumgarth
Advisor:Dirko-Mario Boltz
Document Type:Master's Thesis
Language:English
Date of first Publication:2021/01/01
Publishing Institution:Hochschulbibliothek HWR Berlin
Granting Institution:Hochschule für Wirtschaft und Recht Berlin
Release Date:2021/09/20
Page Number:83
Institutes:FB I - Wirtschaftswissenschaften / International Marketing Management M.A.
Licence (German):License LogoUrheberrechtsschutz