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The Effect of Nonmusical Sound for Corporate Branding and Consumer Behavior

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Cultural Perspectives in a Global Marketplace

Abstract

The effect of music has been the significant issue for marketing area. The topics include how music relates to sales and advertising in terms of tempo, pitch, and texture. However, little literature focuses on nonmusical sounds. Marketers need to appreciate sound as part of branding. The reason is that sound affects the way that consumers think and behave. Unlike many other human senses, sound is processed throughout the whole brain. For example, Intel is a good example for nonmusical sound which provides 3-seconds sound with every advertisement since 12 years ago. In addition, Fraedrich and King (1998) indicate the significance of nonmusical sounds for marketing implications with respect to sound elements, perception and interpretation. Audio signatures have the similar brand recognition and convey equal brand attributes as the visual brand identity alone (Cheskin Research). Thus, music and sound can help make or break a brand’s quest for authenticity and relevance (Lindstrom, 2005).

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© 2015 Academy of Marketing Science

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Chang, WL., Chang, YT. (2015). The Effect of Nonmusical Sound for Corporate Branding and Consumer Behavior. In: Sharma, D. (eds) Cultural Perspectives in a Global Marketplace. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-18696-2_20

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