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Music in fashion communication

  • 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.

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Name:Strähle, Jochen; Keibel, Mara
Erschienen in:Fashion & music
Place of publication:Singapore
Document Type:Part of a Book
Year of Publication:2018
Tag:audio stimuli; brand communication; branding; emotion; fashion communication; marketing; music; neuromarketing; perception; sound branding
First Page:93
Last Page:115
Catalogue entry:Im Katalog der Hochschule Reutlingen ansehen
Catalogue entry:Im Katalog der Hochschule Reutlingen ansehen
Dewey Decimal Classification:330 Wirtschaft
Open Access:Nein
Licence (German):License Logo  Lizenzbedingungen Springer