Towards a common terminology for music branding campaigns.

Herzog, Martin; Lepa, Steffen; Egermann, Hauke; Schoenrock, 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; Schoenrock, 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:	15 Dec 2022 11:03
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