Audio identity in branding and brand communication strategya systematic review of the literature on audio branding

  1. Vidal-Mestre, Montserrat 1
  2. Freire-Sánchez, Alfonso 2
  3. Calderón-Garrido, Diego 3
  4. Faure-Carvallo, Adrien 4
  5. Gustems-Carnicer, Josep 4
  1. 1 Universitat Internacional de Catalunya
    info

    Universitat Internacional de Catalunya

    Barcelona, España

    ROR https://ror.org/00tse2b39

  2. 2 Universitat Abat Oliba CEU
    info

    Universitat Abat Oliba CEU

    Barcelona, España

    ROR https://ror.org/00vkhbp60

  3. 3 Universitat de Barcelona. Serra Hunter Fellow
  4. 4 Universitat de Barcelona
    info

    Universitat de Barcelona

    Barcelona, España

    ROR https://ror.org/021018s57

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Revista:
El profesional de la información

ISSN: 1386-6710,  1699-2407

Año de publicación: 2022

Título del ejemplar: Digital audio communication

Volumen: 31

Número: 5

Tipo: Artículo

DOI: 10.3145/EPI.2022.SEP.04 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: El profesional de la información

Resumen

La creación y gestión de marcas ha experimentado un cambio sustancial en los últimos años derivado de las nuevas estrategias de comunicación, la adaptación al paradigma digital transmedia y a la interacción con los consumidores. El uso de la identidad sonora como una variable más en su arquitectura y su inclusión en los distintos puntos de contacto para con sus consumidores ha generado un creciente interés en el branding sonoro. Este artículo responde a la necesidad de establecer una base conceptual y estado de la cuestión, para poder avanzar en el estudio profundo de la disciplina, a través de una revisión sistemática de la bibliografía. Esta se realizó en las bases de datos Web of Science para el periodo 2011-2020. Tras la depuración inicial, se analizaron 36 artículos, los cuales fueron distribuidos en cuatro ámbitos de pertenencia: la fonética en los nombres de marca, la publicidad audiovisual y la marca, la marca local de ciudad o país y la marca política.

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Fuente de los datos: Dialnet