Business Commons^™

The Significance Of Sonic Branding To Strategically Stimulate Consumer Behavior: Content Analysis Of Four Interviews From Jeanna Isham’S “Sound In Marketing” Podcast, Ina Beilina

Student Theses and Dissertations

Purpose:
Sonic branding is not just about composing jingles like McDonald’s “I’m Lovin’ It.” Sonic branding is an industry that strategically designs a cohesive auditory component of a brand’s corporate identity. This paper examines the psychological impact of music and sound on consumer behavior reviewing studies from the past 40 years and investigates the significance of stimulating auditory perception by infusing sound in consumer experience in the modern 2020s.

Design/methodology/approach:
Qualitative content analysis of audio media was used to test two hypotheses. Four archival oral interview recordings from Jeanna Isham’s podcast “Sound in Marketing” featuring the sonic branding experts …

Looking In The Mirror: Does Representation In Marketing Impact The Consumer?, Alyssa Collins

Honors Projects in Marketing

This study explores the implications of fitness apparel marketing on consumer self-esteem, attitude towards brands and ads, and purchase intention. Furthermore, this study explores the relationship between a diverse, inclusive (body size and ethnicity) model and consumer attitudes. Female participants were recruited to share their feelings towards their own personal body satisfaction, how they perceive advertisements, how they feel about the brand based on the advertisement that they view, and their intentions to buy the product. The study found that while the original hypotheses were not statistically significant, that there was a positive correlation of customers being more likely to …

Invited Perspective - Engaging Aspirations To Nurture Communities, Kentaro Toyama

Subsistence Marketplaces

For subsistence communities, the question is whether aspirations can be applied to motivate behavior that is, on the one hand consistent with people’s aspirations, but which might otherwise be difficult to elicit. Could poorer households be encouraged to save, to spend more on their children’s education, or to act against unhealthy social norms? A couple of examples suggest this is not only possible, but highly successful in contexts where other appeals fail.