Effect of music on branding effectivness An experimental survey of telecom brands

By:

BAGDARE, SHILPA

Contributor(s):

BANSAL, POOJA

Material type:

Mixed materialsPublication details: 2014Description: 43-50Subject(s):

MARKETING

NLM classification:

658.8

In: INDIAN JOURNAL OF MARKETINGMSummary: Music as a powerful sensory stimulus, is effectively used by marketers for a variety of purposes ranging from advertising, events, websites, and products to retailing. In the recent past its use as a brand communication element has gaineed greatermomentum due to information overload. Studies have examined the impact of music on consumer perception, attitude, emotions, engagement and other behavioural responses.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		44/3	Available		P15338

Music as a powerful sensory stimulus, is effectively used by marketers for a variety of purposes ranging from advertising, events, websites, and products to retailing. In the recent past its use as a brand communication element has gaineed greatermomentum due to information overload. Studies have examined the impact of music on consumer perception, attitude, emotions, engagement and other behavioural responses.

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