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Neuromarketing: Are there certain musical components to successfully transmit brand images through jingles?

  • Due to the increased complexity in advertising and branding, a shift towards a greater use of emotional branding can be observed. In this context music, especially sogos and jingles, are one of the main elements, which seem to allow organizations to reinforce the transmitted brand image towards the consumers. However, so far no guidelines have been developed, which musical components should be included in the jingle to transmit certain emotions and brand images. The following study examines the fit between 11 brand jingles and the corresponding television commercials and analyses how well the jingles represent the actual and targeted brand image. With the help of a quantitative online survey with 170 participants it could be shown that jingles are indeed powerful tools to transmit certain emotions and the connected brand images. Furthermore, several guidelines for the creation of jingles could be developed in order to create and implement these short and catchy tunes as an extension of the visual advertisement.

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Author:Lu Li, Sabrina Moog, Veronika Murashko, Sarah K. Stadelhofer
Advisor:Eva Kirner
Document Type:Report
Year of Completion:2017
Release Date:2017/02/16
Tag:Advertising; Branding; Commercials; Emotions; Jingles; Musik; Neuromarketing
Page Number:180
Degree Program:IMM - International Management
Open-Access-Status: Open Access 
Licence (German):License LogoUrheberrechtlich geschützt