Social and Behavioral Sciences 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 …

Investigating The Marketing Language Among Online Retailers Of Violin Strings To Determine The Implied Aesthetic, Kira Kay Browning

Graduate Theses, Dissertations, and Problem Reports

The aim of this research is to determine if language in the advertising of violin strings is acting as an exclusionary tool in favor of a Western art music “sound” produced by “classical” violinists. It posits that the marketing of strings to violinists is a topic laden with unacknowledged biases and values of musicians within Western art music. The aesthetic values attached to playing Western art music for the violin in the United States are passed on through pedagogic practice and acculturation of language. Product descriptions for strings in the United States employ language which adheres to these cultural values …