Herzog, Martin, Lepa, Steffen, Egermann, Hauke orcid.org/0000-0001-7014-7989 et al. (2 more authors) (2020) Towards a Common Terminology for Music Branding Campaigns. Journal of Marketing Management. pp. 176-209. ISSN 0267-257X
Abstract
Our contribution involves the development and validation of a standardised terminology for the description and comparison of music branding communication aims. We initially review relevant literature from marketing and music psychology research, and then carry out two empirical studies. In the first, an expert focus group develops an inventory of categories and adjectives representing all aspects of brand identities that can be conveyed through music, the multi-lingual Music Branding Expert Terminology (MBET). The second one is an online survey with 305 marketing experts that successfully confirms the terminology’s relevance across different product and service sectors. Finally, we describe how the practical application of the MBET can help to ease communication between all stakeholders in the music branding sector and how this will potentially increase the effectiveness of music branding campaigns.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2020 Westburn Publishers Ltd. This is an author-produced version of the published paper. Uploaded in accordance with the publisher’s self-archiving policy. Further copying may not be permitted; contact the publisher for details. |
Dates: |
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Institution: | The University of York |
Academic Units: | The University of York > Faculty of Arts and Humanities (York) > Music (York) |
Depositing User: | Pure (York) |
Date Deposited: | 14 Jan 2020 10:10 |
Last Modified: | 21 Jan 2025 17:44 |
Published Version: | https://doi.org/10.1080/0267257X.2020.1713856 |
Status: | Published online |
Refereed: | Yes |
Identification Number: | 10.1080/0267257X.2020.1713856 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:155624 |