... to examine how a cultural element such as music can modify the meaning of a brand in the consumer’s mind. Design/methodology/approach The methodology adopted for this research is qualitative in nature, using focus groups and interviews to collect detailed data and delve into both individual and social...

...Shawn P. Scott; Daniel Sheinin; Lauren I. Labrecque Purpose The purpose of this paper is to show how sonic logos, despite their brief exposure time, resonate with consumers’ emotions and attitudes in a manner that until now has been attributed to only longer background music in advertising...

... Brands Logos Music Consumers An executive summary for managers and executive readers can be found at the end of this article. Sound, in its many forms, plays a central role in branding. Distinctive audio logos such as the Windows chimes or Nokia ring tones are well known throughout...