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Sonic branding: A consumer-oriented literature review

Gustafsson, Clara LU (2015) In Journal of Brand Management 22(1). p.20-37
Abstract
Because music holds a strong power over people, and its impact on consumers is relatively direct, it is invariably an interesting medium for marketers. Although Sonic Branding – branding with music and sound – has been seen as ’the next big thing’ in branding toward consumers for about a decade, it is a scattered field still waiting for its breakthrough. Addressing this problem, the present consumer-oriented review of literature offers new insights on the consumer perspective’s role in Sonic Branding today, and provides implications for future marketing research and practice. The present paper also suggests that there is need for using a common set of Sonic Branding concepts in order to unify the field. Further, the majority of businesses... (More)
Because music holds a strong power over people, and its impact on consumers is relatively direct, it is invariably an interesting medium for marketers. Although Sonic Branding – branding with music and sound – has been seen as ’the next big thing’ in branding toward consumers for about a decade, it is a scattered field still waiting for its breakthrough. Addressing this problem, the present consumer-oriented review of literature offers new insights on the consumer perspective’s role in Sonic Branding today, and provides implications for future marketing research and practice. The present paper also suggests that there is need for using a common set of Sonic Branding concepts in order to unify the field. Further, the majority of businesses do not yet understand Sonic Branding as the uniquely consumer oriented practice it has the potential to be. Understanding the way that consumers themselves use music is crucial to successful brand management in this area. However, for theorists and practitioners alike, the immediate challenge lies in developing those concepts and labels for Sonic Branding that will unite the field, and thereby increase its future impact. (Less)
Please use this url to cite or link to this publication:
author
organization
publishing date
type
Contribution to journal
publication status
published
subject
keywords
sonic branding, literature review, brand, consumers, music, sound
in
Journal of Brand Management
volume
22
issue
1
pages
20 - 37
publisher
Palgrave Macmillan
external identifiers
  • wos:000365353700002
  • scopus:84929077600
ISSN
1479-1803
DOI
10.1057/bm.2015.5
language
English
LU publication?
yes
id
4a3560a9-d5e0-43c9-be8b-5b8b694b6938 (old id 5364562)
date added to LUP
2015-05-04 10:42:51
date last changed
2017-11-12 03:11:43
@article{4a3560a9-d5e0-43c9-be8b-5b8b694b6938,
  abstract     = {Because music holds a strong power over people, and its impact on consumers is relatively direct, it is invariably an interesting medium for marketers. Although Sonic Branding – branding with music and sound – has been seen as ’the next big thing’ in branding toward consumers for about a decade, it is a scattered field still waiting for its breakthrough. Addressing this problem, the present consumer-oriented review of literature offers new insights on the consumer perspective’s role in Sonic Branding today, and provides implications for future marketing research and practice. The present paper also suggests that there is need for using a common set of Sonic Branding concepts in order to unify the field. Further, the majority of businesses do not yet understand Sonic Branding as the uniquely consumer oriented practice it has the potential to be. Understanding the way that consumers themselves use music is crucial to successful brand management in this area. However, for theorists and practitioners alike, the immediate challenge lies in developing those concepts and labels for Sonic Branding that will unite the field, and thereby increase its future impact.},
  author       = {Gustafsson, Clara},
  issn         = {1479-1803},
  keyword      = {sonic branding,literature review,brand,consumers,music,sound},
  language     = {eng},
  number       = {1},
  pages        = {20--37},
  publisher    = {Palgrave Macmillan},
  series       = {Journal of Brand Management},
  title        = {Sonic branding: A consumer-oriented literature review},
  url          = {http://dx.doi.org/10.1057/bm.2015.5},
  volume       = {22},
  year         = {2015},
}