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Audio identity in branding and brand communication strategy: a systematic review of the literature on audio branding


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Título : Audio identity in branding and brand communication strategy: a systematic review of the literature on audio branding
Autor : Vidal Mestre, Montserrat
Freire Sánchez, Alfonso.
Calderón Garrido, Diego
Faure Carvallo, Adrien
Gustems Carnicer, Josep
Materias: Audio brandingAudio communicationAudiovisual advertisingAdvertisingMusicSoundBrandingBrandsCity brandingCountry brandingPolitical brandingSound identitySystematic review
Editorial : El Profesional de la Informacion
Citación : Vidal-Mestre, M., Freire-Sánchez, A., Calderón-Garrido, D., Faure-Carvallo, A., & Gustems-Carnicer, J. (2022). Audio identity in branding and brand communication strategy: a systematic review of the literature on audio branding. Profesional De La información Information Professional, 31(5). https://doi.org/10.3145/epi.2022.sep.04
Resumen : Brand creation and management has undergone a substantial change in recent years as a result of new communication strategies, adaptation to the digital transmedia paradigm, and interaction with consumers. The use of an audio identity as a variable in this architecture and its inclusion in the different points of contact with consumers has generated a growing interest in audio branding. This article responds to the need to establish a conceptual basis and the state of the art in order to advance in the in-depth study of the discipline through a systematic review of the literature. This review was carried out in the Web of Science databases for the 2011-2020 period. After the initial filtering, a total of 36 articles were analysed and divided into four areas of relevance: phonetics in brand names, audiovisual advertising and branding, local city or country branding, and political branding.
Descripción : Este artículo se puede leer en español en: https://revista.profesionaldelainformacion.com/index.php/EPI/article/view/86785
URI : http://hdl.handle.net/10637/15068
Derechos: http://creativecommons.org/licenses/by-nc-nd/4.0/deed.es
ISSN : 1699-2407
Fecha de publicación : 11-sep-2022
Centro : Universitat Abat Oliba CEU
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