The Influence of Brand Specific Stimuli on the Perception of Music. An Experimental Approach

Adrian CHEȚAN, Ioana IANCU

Abstract:

In an increased competitive market, the way music performers build their brand identity becomes of great importance. Starting from a gap in the literature, the present study aims to investigate the correlations between the existence of a visual identity of a singer and the perception of the singer’s song. Thus, the research inquires if the presence of visual brand elements can generate a better attitude on the song, stronger emotional reactions and attachment, and a deeper intentional behavior in terms of listening to the song again and recommending it to others. A 1x2 online survey-based experimental design has been developed. Contrary to expectations, the data reveal neither strong, nor significant relationships between most of the above-mentioned variables. However, being an impactful topic for the music specialists, research directions that can be further investigated have been emphasized.

Keywords: Music; Visual identity; Attitude towards the song; Emotion-al reaction; Intentional Behavior

DOI: 10.24193/jmr.41.7

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