The impact of consistency between the emotional feature of advertising music and brand personality on brand experience

IF 3.6 2区管理学 Q2 BUSINESS

Journal of Management Analytics Pub Date : 2019-05-12 DOI:10.1080/23270012.2019.1613684

Jianrong Hou, Xiaofeng Zhao, Jia-Hao Zheng

引用次数: 3

Abstract

Music in advertising plays a crucial role in making the audience feel beyond the multi-level visual experience. The intrinsic link between brand publicity and advertising music has long been a puzz...

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广告音乐情感特征与品牌个性的一致性对品牌体验的影响

音乐在广告中起着至关重要的作用，使观众感受到超越多层次的视觉体验。品牌宣传和广告音乐之间的内在联系一直是一个谜。。。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Management Analytics SOCIAL SCIENCES, MATHEMATICAL METHODS-

CiteScore

13.30

自引率

3.40%

发文量

期刊介绍： The Journal of Management Analytics (JMA) is dedicated to advancing the theory and application of data analytics in traditional business fields. It focuses on the intersection of data analytics with key disciplines such as accounting, finance, management, marketing, production/operations management, and supply chain management. JMA is particularly interested in research that explores the interface between data analytics and these business areas. The journal welcomes studies employing a range of research methods, including empirical research, big data analytics, data science, operations research, management science, decision science, and simulation modeling.