ListarDepartament de Comunicació por tema "Brand personality"

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The impact of the sonic logo’s acoustic features on orienting responses, emotions and brand personality transmission

Mas Manchón, Lluís; Bolls, Paula; Rodero Antón, Emma; Barreda Ángeles, Miguel; Churchill, Ashley (Emerald, 2021)

Purpose The purpose of this study is to determine how sonic logo’s acoustic features (intensity, pitch and pace) based on melodic tunes with no voice orient the response of consumers, attract attention, elicit levels of ...
The Sound of music or the history of Trump and Clinton family singers: music branding as communication strategy in 2016 presidential campaign

Mas Manchón, Lluís; Collell, Maria Rosa; Xifra, Jordi (SAGE Publications, 2017)

Sound branding has been eventually used to recognize the brand and associated with certain values. Despite being a powerful branding resource, especially in political campaigns, music is still underrated in both practitioners’ ...