Musicology 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 …

Engaging With Research And Resources In Music History Courses, Jennifer Oates

Publications and Research

With the ever-expanding sea of resources available to students today, it is now more important than ever to teach students how to navigate, assess, and interpret resources. Given the ease of access to information, students tend to seek out the path of least resistance, most often a Google search and/or Wikipedia. Their unfamiliarity with print resources, such as thematic catalogues, means they are missing out on significant music scholarship that is not available online or through Google. Today’s students have grown up searching the internet. The single-search approach of a web search leaves many students confused by terms like …