Der Beitrag akustischer Reize zur integrierten Markenkommunikation

Esch, Franz‐Rudolf; Roth, Simone

doi:10.15358/0344-1369-2005-4-215

Cited by 15 publications

(2 citation statements)

References 7 publications

(9 reference statements)

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“…However, the sound also qualifies as an index (Danesi, 2006, p. 27ff) because it appears closely and causally related to the opening of a bottle. Furthermore, the sound can be characterized as a symbol, since its conventional, commercially mediated association with various themes and lifestyles may connote change, happiness, a spark of life and an instant transformation to exquisite places (Rodero et al, 2015, p. 368; for similar processes of signification, see Esch and Roth, 2005;Esch et al, 2006). The symbolic mode requires considerable promotional and cultural processes of learning towards an agreed convention.…”

Section: Non-musical Sound Brandingmentioning

confidence: 99%

“…Whether heard on the radio, television or Internet, product sounds are frequently mediated through advertising as a means for product or corporate branding. The contributions include examinations of, for instance, domestic appliances and exterior vehicle sounds (Fiore and Kelly, 2007;Jessen and Graakjaer, 2009;Miller and Marks, 1992), chocolate-cracking and paper-rustling sounds (Esch and Roth, 2005;Esch et al, 2006), bottleopening sounds (Fiore and Kelly, 2007;Rodero et al, 2015) and frictional sounds of handling cleaning and personal-care materials (Bolshakova, 2015;Knöferle et al, 2016). The issue of mediated versus unmediated sounds is discussed further in the last section of the paper.…”

Section: Intrinsic Sound-brand Connectionmentioning

confidence: 99%

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Non-musical sound branding – a conceptualization and research overview

Graakjær

Bonde

2018

EJM

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Purpose The purpose of this paper is to advance the understanding of sound branding by developing a new conceptual framework and providing an overview of the research literature on non-musical sound. Design/methodology/approach Using four mutually exclusive and collectively exhaustive types of non-musical sound, the paper assesses and synthesizes 99 significant studies across various scholarly fields. Findings The overview reveals two areas in which more research may be warranted, that is, non-musical atmospherics and non-musical sonic logos. Moreover, future sound-branding research should examine in further detail the potentials of developed versus annexed object sounds, and mediated versus unmediated brand sounds. Research limitations/implications The paper provides important insights into critical issues that suggest directions for further research on non-musical sound branding. Practical implications The paper identifies an unexploited terrain of possibilities for the use of sound in marketing and branding. Originality/value The paper identifies a subfield within sound-branding research that has received little attention despite its inevitability and potential significance.

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Section: Non-musical Sound Brandingmentioning

confidence: 99%