Towards a common terminology for music branding campaigns.

Herzog, Martin; Lepa, Steffen; Egermann, Hauke; Schönrock, Andreas; Steffens, Jochen (2020). Towards a common terminology for music branding campaigns. Journal of Marketing Management, 36(1-2), pp. 176-209. Taylor & Francis 10.1080/0267257X.2020.1713856

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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.

Item Type:

Journal Article (Original Article)

Division/Institute:

Bern Academy of the Arts
Bern Academy of the Arts > Institute Interpretation
Bern Academy of the Arts > Institute Interpretation > Pop and Jazz in Context

Name:

Herzog, Martin;
Lepa, Steffen;
Egermann, Hauke;
Schönrock, Andreas and
Steffens, Jochen

Subjects:

M Music and Books on Music > M Music

ISSN:

0267-257X

Publisher:

Taylor & Francis

Language:

English

Submitter:

Andreas Schoenrock

Date Deposited:

09 Dec 2020 15:23

Last Modified:

09 Dec 2020 15:23

Publisher DOI:

10.1080/0267257X.2020.1713856

Uncontrolled Keywords:

Music Branding, Terminology, Advertising, Music, Marketing

ARBOR DOI:

10.24451/arbor.13590

URI:

https://arbor.bfh.ch/id/eprint/13590

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