Music in Fashion Communication

  • Jochen Strähle
  • Mara KeibelEmail author
Part of the Springer Series in Fashion Business book series (SSFB)


Music is omnipresent and an important factor for cultural and social development. Thus, the connection between music and fashion has rarely been contemplated yet. In particular, this research paper is concerned with the connection between music and fashion communication, with special interest to its emotional background in the context of neuromarketing. The research question of how music affects the perception of a fashion brand, when regarded as emotional stimulus in the context of neuromarketing, has been investigated by researching existing literature. Without attempting to explain neurological processes to their core, this paper tries to give an overview of how music generates emotion and how this can be used for branding activities. This led to the result that music causes positive emotional response of the consumer, when used in marketing actions. Through emotional response, the perception, identity, and recall of a brand are strongly influenced.


Music Emotion Neuromarketing Audio stimuli Brand communication Fashion communication Marketing Sound branding Branding Perception 


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Copyright information

© Springer Nature Singapore Pte Ltd. 2018

Authors and Affiliations

  1. 1.School of Textiles and DesignReutlingen UniversityReutlingenGermany

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