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2018 | OriginalPaper | Buchkapitel

6. Music in Fashion Communication

verfasst von : Jochen Strähle, Mara Keibel

Erschienen in: Fashion & Music

Verlag: Springer Singapore

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Abstract

Music is omnipresent and an important factor for cultural and social development. Thus, the connection between music and fashion has rarely been contemplated yet. In particular, this research paper is concerned with the connection between music and fashion communication, with special interest to its emotional background in the context of neuromarketing. The research question of how music affects the perception of a fashion brand, when regarded as emotional stimulus in the context of neuromarketing, has been investigated by researching existing literature. Without attempting to explain neurological processes to their core, this paper tries to give an overview of how music generates emotion and how this can be used for branding activities. This led to the result that music causes positive emotional response of the consumer, when used in marketing actions. Through emotional response, the perception, identity, and recall of a brand are strongly influenced.

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Vorheriges Kapitel In-Store Music in Fashion Stores

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Titel: Music in Fashion Communication
verfasst von: Jochen Strähle
Mara Keibel
Verlag: Springer Singapore
Buch: Fashion & Music
Print ISBN: 978-981-10-5636-9

Electronic ISBN: 978-981-10-5637-6

Copyright-Jahr: 2018
DOI: https://doi.org/10.1007/978-981-10-5637-6_6