Influencing brand personality with sonic logos : the role of musical timbre
Monin Techawachirakul, Abhishek Pathak, Kosuke Motoki, Gemma Anne Calvert
| Year of publication: |
2023
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|---|---|
| Authors: | Monin Techawachirakul ; Pathak, Abhishek ; Motoki, Kosuke ; Calvert, Gemma Anne |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 168.2023, p. 1-23
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| Subject: | Brand personality | Musical timbre | Perceived Congruency | Sensory marketing | Sonic branding | Sonic logos | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Musik | Music | Werbemusik | Advertising music | Musikwirtschaft | Music industry | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2023.114169 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014434783