... reserved for background music in advertising. In addition, by uncovering the mediating relationship of emotion felt after exposure to the brand and advertisement, it is shown how these short audio branding elements can help shape emotion and consumer attitude toward brands. Finally, altering placement...

... Audio branding Pitch Sensory marketing Spokesperson’s voice Voices are commonly used in a wide variety of marketing messages. In fact, evidence from psychology suggests that a speaker’s voice can be a powerful persuasion tool that conveys rich emotions and imagery (Mehrabian and Wiener, 1967...