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

Objetivos de desarrollo sostenible

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.

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Fuente de los datos: Dialnet