![Ajouter à votre panier](https://cataloguelibrary.neoma-bs.fr/styles/fusion_neoma_gen/images/basket_small_20x20.svg)
Titre : |
Music and brand image |
Type de document : |
Mémoire |
Auteurs : |
Joffrey GEORGE, Auteur |
Année de publication : |
2021 |
Importance : |
30 p. |
Note générale : |
Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. |
Langues : |
Anglais (eng) |
Mots-clés : |
Management IMAGE DE MARQUE ; MARQUE ; MUSIQUE
|
Résumé : |
This project aims to better understand the link music and brands can have and how this can positively affect the brand image. This led us to build this research question: How can music positively impact brand image? Firstly, I defined the different words present in our problematic in order to efficiently answer the issue. Then, I did a literature review that gave a clear overview of all the research done on the relationship between music and brands. Finally, I wrote a questionnaire and designed a survey on Qualtrics whose purpose was tounderstand how different music styles can impact positively but differently a brand image. In fact, I decided to focus on the style dimension of music by making a test A-B involving two kind of music, classic and hip-hop, and one brand, Krug. After the data collection, I
used the software SPSS to analyze all the answers. I obtained significant results showing that the associations made with a brand were depending on the music the respondents had listened to. In fact, hip-hop was transferring to the brand, elements that were differing in the case of classic music. Nevertheless, the kind of music did not affect the perceived congruency between the song played and the brand. To sum up, the analysis helped me to answer my research question by highlighting that music could be responsible for different positive impacts on brands’ images depending on the music style criteria. |
Programme : |
PGE-Reims |
Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538132 |
| ![Music and brand image vignette](https://cataloguelibrary.neoma-bs.fr/cache/223d0a3debd5ea707cb3bc0abad42705.png) |