“…they can be used to create emotional connections with brands which can, in turn, increase brand salience and recall (Iyer & Aggarwal, 2019;Scott et al, 2022;Wazir & Wazir, 2015). Studies drawn from the fields of music/auditory cognition have revealed how specific auditory elements, such as timbre, pitch, and rhythm, can all influence brand perception (Mas, 2019;Mas et al, 2021;Techawachirakul et al, 2023b;Zoghaib et al, 2023; see also Motoki, Park, et al, 2023). This knowledge can be particularly helpful in adapting brand themes and soundscapes so as to help evoke, or prime, specific emotions in a listener.…”