TY  - CHAP
U1  - Buchbeitrag
A1  - Strähle, Jochen
A1  - Keibel, Mara
T1  - Music in fashion communication
T2  - Fashion & music
N2  - Music is omnipresent and an important factor for cultural and social development. Thus, the connection between music and fashion has rarely been contemplated yet. In particular, this research paper is concerned with the connection between music and fashion communication, with special interest to its emotional background in the context of neuromarketing. The research question of how music affects the perception of a fashion brand, when regarded as emotional stimulus in the context of neuromarketing, has been investigated by researching existing literature. Without attempting to explain neurological processes to their core, this paper tries to give an overview of how music generates emotion and how this can be used for branding activities. This led to the result that music causes positive emotional response of the consumer, when used in marketing actions. Through emotional response, the perception, identity, and recall of a brand are strongly influenced.
KW  - music
KW  - emotion
KW  - neuromarketing
KW  - audio stimuli
KW  - brand communication
KW  - fashion communication
KW  - marketing
KW  - sound branding
KW  - branding
KW  - perception
Y1  - 2018
SN  - 978-981-10-5637-6
SB  - 978-981-10-5637-6
SN  - 978-981-10-5636-9
SB  - 978-981-10-5636-9
U6  - https://doi.org/10.1007/978-981-10-5637-6_6
DO  - https://doi.org/10.1007/978-981-10-5637-6_6
SP  - 93
EP  - 115
S1  - 23
PB  - Springer
CY  - Singapore
ER  -