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Selected personal related and brand related predictors of the success of audio branding

Sebastian Zips, Joachim Riedl
ePDF: ISBN 978-3-945456-09-5

Although there is a numerous amount of literature on the effects of background music in advertising, we still lack empirical studies on the prerequisites and effects of audiobranding. The current paper deals with the question to which extent success of audio branding can be explained by several potential determinants. The success of audio branding is operationalised by measuring the level of aided and unaided recall of audio logos.

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Tags: Audio-Branding, , Brand Management, Joachim Riedl, Logistic regression, Recall, Sebastian Zips

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