Essays about: "Aline Rauh Müller"

Found 1 essay containing the words Aline Rauh Müller.

  1. 1. You Really Got Me - An Investigation of the Impact of Sound Branding on the Consumer Mindset

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Aline Rauh Müller; Lukas Rose; [2012]
    Keywords : Sound Branding; Consumer Mindset; Brand Fit; Personal Music Relevance; Personal Music Taste;

    Abstract : Sound branding - working strategically with music in order to achieve the company's communication goals - has gained great importance in the last years due to visual clutter and the need to create emotional ties, as well as to interact with customers. An experimental study with 133 students residing in Sweden aims at investigating how brand fit, personal music taste and music relevance can impact brand associations and attitude formation. READ MORE