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Sound branding in fashion : the use of sound brand and its effects on store experience, brand perception and brand loyalty in fashion

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Sound branding in fashion : the use of sound brand and its effects on store experience, brand perception and brand loyalty in fashion

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QUOTE: “[…] shopping behaviour, for example staying in or leaving the store, is determined by internal responses of consumers, which can vary from physical states like blood pressure to emotions like pleasure or arousal. These Internal responses are influenced by the store environment which contains everything from behaviour of employees to music, colors and lighting.” RESEARCH QUESTION How is sound branding currently used in fashion and what is the effect of sound branding on store experiences, brand perception and brand loyalty? SUB QUESTIONS 1) What are the effects of sensory marketing on customer’s store experience? 2) What are the direct effects of music on shopping experience and behaviour? 3) What are the indirect effects of music on brand image and loyalty? 4) How is sound branding adopted in the fashion industry today?

OrganisatieHogeschool van Amsterdam
InstituutMedia, Creatie en Informatie
Gepubliceerd in
Jaar2015
TypeBachelorscriptie
TaalEngels

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