Research Article
Lüksün sesi: Sosyal medyada hashtag kullanılan lüks marka paylaşımlarındaki müziklerin içerik analizi
Abstract
Lüks tüketim, bireylerin statülerini veya ideal benliklerini yansıtma aracı olarak işlev görmektedir. Tüketiciler, lüks markaları sergileyerek, fiyat etiketleri ve logoları sosyal kimliklerinin sembolleri olarak kullanarak gösterişçi tüketime yönelmektedir. Duyguların ve tüketici davranışlarının şekillenmesinde güçlü bir belirleyici olan müzik, özellikle ayrıcalıklılık ve üst düzey bir kimlik oluşturmayı amaçlayan lüks markalar için marka iletişiminde merkezi bir rol oynamaktadır. Müzüğün lüks marka algısındaki kritik rolü göz önünde bulundurulduğunda, bu çalışma, sosyal medyada lüks marka etiketleriyle ile ilişkilendirilen müzik türlerini analiz etmeyi amaçlamaktadır. Nitel içerik analizi yöntemi kullanılarak gerçekleştirilen araştırmada, Instagram’da #luxurybrand ve #luxurybrands etiketleriyle paylaşılan gönderiler incelenmiş; müzik varlığı, müzik türü ve şarkı sözleri içerik açısından kategorize edilmiştir. Bulgular, incelenen 2000 gönderiden 884’ünün müzik içerdiğini, ancak lüks marka ile ilgili içeriklerin büyük çoğunluğunun müzik unsurunu barındırmadığını ortaya koymaktadır. Caz müziği, en sık ilişkilendirilen tür olarak öne çıkarken, onu pop müziği takip etmektedir; bu durum, cazın günümüzde sofistike ve yüksek kültürün bir sembolü olarak algılanmasını pekiştirmektedir. Ayrıca, lüks marka paylaşımlarında enstrümantal müzik, vokal müziğe kıyasla daha fazla tercih edilmekte olup, bu eğilim sektörün zamansızlık ve ayrıcalıklılık vurgusuyla örtüşmektedir. Elde edilen bulgular, müzik markalama alanındaki geleneksel yaklaşımlardan bir sapma olduğunu göstererek, tür seçiminin, lüks marka kimliğinin oluşumunda şarkı sözlerinden daha büyük bir etkiye sahip olduğunu ortaya koymaktadır. Gelecek araştırmalar, müziğin lüks marka iletişimindeki etkisini daha iyi anlamak amacıyla tüketici algılarını derinlemesine incelemelidir.
Keywords
References
- Abugnem, A. N. (2018). Influence of the music sound through the identity and the luxury brand on the confusion of the tourist customer: Analytical study of the sample opinions of the customers of first class hotels in Baghdad. Opcion, 34(86), 1569-1593.
- Adorno, T. W. (2003). Kültür endüstrisini yeniden düşünürken. Cogito, 36, 76-85.
- Akay, A., Oral, M. Akpınar, M., & Gül, M. (2016). Reklamların marka bilinirliği açısından değerlendirilmesi: Meyve suyu ürünleri örneği. Akademik Araştırmalar ve Çalışmalar Dergisi, 8(15), 199-210.
- Alexomanolaki, M., Kennett, C., & Loveday, C. (2010). Music as first-order and second-order conditioning in TV commercials. Music and the Moving Image, 3(2), 39-50.
- Andersson, P. K., Kristensson, P., Wästlund, E., & Gustafsson, A. (2012). Let the music play or not: The influence of background music on consumer behavior. Journal of Retailing and Consumer Services, 19(6), 553-560. https://doi.org/10.1016/j.jretconser.2012.06.010
- Apaolaza-Ibañez, V., Zander, M., & Hartmann, P. (2010). Memory, emotions and rock’n’roll: The influence of music in advertising, on brand and endorser perception. African Journal of Business Management, 4(17), 3805-3816.
- Asıl, S. (2017). Tüketimde benlik algısı: Sosyal medya hesaplarında tüketici olmak. COMU International Journal of Social Sciences, 2(3), 1-22.
- Atwal, G., & Williams, A. (2009). Luxury brand marketing – The experience is everything. Journal of Brand Management,16, 338-346.
- Bagheri, M. (2014). Luxury consumer behavior in Malaysia: Loud brands vs. quiet brands. Procedia-Social and Behavioral Science, 130, 316-324.
- Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2005). Comportamento do consumidor (9th ed.). Pioneira Thomson Learning.
- Bocock, R. (1997). Tüketim. Dost Kitabevi.
- Borgonos Quijano, E. (2021). How brands should use music to transmit feelings and messages [Master’s thesis, Universidad Carlos III de Madrid]. https://doi.org/10.13140/RG.2.2.24105.88161
- Brodsky, S. L. (2011). Coerced and reluctant clients. In S. L. Brodsky (Ed.), Therapy with coerced and reluctant clients (pp. 11-29). American Psychological Association.
- Chu, S. C., Kamal, S., & Kim, Y. (2013). Understanding consumers’ responses toward social media advertising and purchase intention toward luxury products. Journal of Global Fashion Marketing, 4(3), 158-174.
- Clow, K. E., & Baack, D. (2003). Integrated advertising, promotion, and marketing communications. Prentice Hall.
- Çupi, B., & Morina, S. (2020). The influential power and the importance of music in advertising and marketing. Journal of Life Economics, 7(1), 17-28. http://doi.org/10.15637/jlecon.7.002
- Danziger, P. (2021). What does a luxury brand sound like?. Retrieved Feb 15, 2025, from https://therobinreport.com/what-does-a-luxury-brand-sound-like/
- Dealca, S. M. Q., Estrera, J. R. D., Tibalao, C. L., & De Jesus, F. L. B. (2022). Factors influencing customer satisfaction towards luxury clothing: Quiet luxury and lolomania among Filipino millennials. Journal of Business and Management Studies, 4(2), 313-333. http://doi.org/10.32996/jbms
- de Azevedo Rosa, C. (2012). Luxury today-key factors for success [Doctoral dissertation, University of Lisbon]. https://www.academia.edu/105874809/Luxury_Today_Key_Factors_f_or_Success
- Dogaru, I., Furnham, A., & McClelland, A. (2024). Understanding how the presence of music in advertisements influences consumer behaviour. Acta Psychologica, 248, 104333. https://doi.org/10.1016/j.actpsy.2024.104333
- Doyle, P. (2002). Marketing management and strategy (3rd ed.). Prentice Hall.
- Fetais, A. H., Algharabat, R. S., Aljafari, A., & Rana, N. P. (2023). Do social media marketing activities improve brand loyalty? An empirical study on luxury fashion brands. Information Systems Frontiers, 25(2), 795-817.
- Fiedler, K. (2002). Mood-dependent processing strategies from a meta-theoretical perspective. Psychological Inquiry, 13(1), 49-54. http://www.jstor.org/stable/1449539
- Fraser, C., & Bradford, J. A. (2012). Music to your brain: Background music changes are processed first, reducing ad message recall. Psychology & Marketing, 30(1), 62-75.
- Global Brands Magazine. (n.d.). The secret role of music in luxury branding. Retrieved Feb 15, 2025, from https://www.globalbrandsmagazine.com/role-of-music-in-luxury-branding/
- Goffman, E. (1990). The presentation of self in everyday life. Penguin.
- Greenberg, D., Ehrensperger, E., Schulte-Mecklenbeck, M., Hoyer, W. D., Zhang, Z. J., Han, Y. J., Nunes, J. C., & Dreze, X. (2010). Signaling status with luxury goods: The role of brand prominence. Journal of Marketing, 74(4), 15-30. https://doi.org/10.1509/jmkg.74.4.015
- Greenberg, D., Ehrensperger, E., Schulte-Mecklenbeck, M., Hoyer, W. D., Zhang, Z. J., & Krohmer, H. (2019). The role of brand prominence and extravagance of product design in luxury brand building: What drives consumers’ preferences for loud versus quiet luxury?. Journal of Brand Management, 27, 195-210. https://doi.org/10.1057/s41262-019-00175-5
- Hecker, S. (1984). Music for advertising effect. Psychology & Marketing, 1(3-4), 3-8. http://dx.doi.org/10.1002/mar.4220010303
- Heshmat, S. (2024). Influencing consumer behavior with music. Psychology Today. Retrieved Feb 15, 2025, from https://www.psychologytoday.com/intl/blog/science-of-choice/202404/influencing-consumer-behavior-with-music
- Higgins, E. T. (1987). Self-disperenacy: A theory relating self and affect. Psychologyical Review, 94(3), 319-340. https://doi.org/10.1037/0033-295X.94.3.319
- Jackson, D., Jankovich, R., Eric, S., & Marcus, D. (2013). Hit brands: How music builds value for the world’s smartest brands (3rd ed.). Springer.
- Jain, P., & Jain, U. (2016). Study of effectiveness of advertising Jingles. Advances in Economics and Business Management, 3(5), 496-502.
- Jiang, L., Cui, A. P., & Shan, J. (2021). Quiet versus loud luxury: The influence of overt and covert narcissism on young Chinese and US luxury consumers’ preferences?. International Marketing Review, 39(2), 309-334. https://doi.org/10.1108/IMR-02-2021-0093
- Karailievova, İ. (2012). Impact of songs and jingles used in advertising on brand and product awareness [Thesis, Vienna University of Economics and Business].
- Kauppinen-Raisanen, H., Björk, P., Lönnström, A., & Jauffret, M.-N. (2018). How consumers’ need for uniqueness, self-monitoring, and social identity affect their choices when luxury brands visually shout versus whisper. Journal of Business Research, 84, 72-81. https://doi.org/10.1016/j.jbusres.2017.11.012
- Keh, H. T., Wang, D., & Yan, L. (2021). Gimmicky or effective? The effects of imaginative displays on customers’ purchase behavior. Journal of Marketing, 85(5), 109-127. https://doi.org/10.1177/0022242921997359
- Kellaris, J. J., & Mantel, S. P. (1996). Shaping time perceptions with background music: The effect of congruity and arousal on estimates of ad durations. Psychology & Marketing, 13(5), 501-515. https://doi.org/dv3rfs
- Kim, A. J., & Ko, E. (2010). Impacts of luxury fashion brand’s social media marketing on customer relationship and purchase intention. Journal of Global Fashion Marketing, 1(3), 164-171. https://doi.org/10.1080/20932685.2010.10593068
- Kooli, K. (2024). Quiet luxury: A new sustainability approach or modern luxury fashion trend? [Master’s thesis, Universidade Catolica Lisbon]. https://repositorio.ucp.pt/bitstream/10400.14/45010/1/203590406.pdf
- Kotler, P., & Keller, K. L. (2006). Marketing management (12th ed.). Prentice Hall.
- Krippendorff, K. (2004). Content analysis: An introduction to its methodology (2nd ed.). Sage Publications.
- Lageat, T., Czellar, S., & Laurent, G. (2003). Engineering hedonic attributes to generate perceptions of luxury: Consumer perception of an everyday sound. Marketing Letters, 14(2), 97-109. https://doi.org/10.1023/A:1025462901401
- Lee, J. E., & Watkins, B. (2016). YouTube vloggers’ influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753-5760. https://doi.org/10.1016/j.jbusres.2016.04.171
- Les Roches. (2024). 3 reasons why music should be part of your luxury hospitality marketing strategy. Les Roches. Retrieved Feb 15, 2025, from https://lesroches.edu/blog/3-reasons-why-music-should-be-part-of-your-luxury-hospitality-marketing-strategy/
- Long, Y. (2023). How luxury advertising captures the psychology of audience: Take chanel’s top 5 most viewed videos on youtube for example. Frontiers in Business, Economics and Management, 9(1), 66-69. https://doi.org/10.54097/fbem.v9i1.8292
- Loureiro, S. M. C., Jimenez-Barreto, J., & Romero, J. (2020). Enhancing brand coolness through perceived luxury values: Insight from luxury fashion brands. Journal of Retailing and Consumer Services, 57, 1-12.
- Malenkaya, Y., & Andreyeva, A. (2016). Fashion and audio branding: The analysis and interpretation of luxury fashion marketing concepts. Journal of Global Fashion Marketing, 7(4), 291-304. https://doi.org/10.1080/20932685.2016.1198238
- Mann, B. J. S., & Sahni, S. K. (2015). Exploring the drivers of status consumption for the wedding occasion. International Journal of Market Research, 57(2), 179-202. https://doi.org/10.2501/IJMR-2015-017
- Marcoux, J. S., Filiatrault, P., & Cheron, E. (1997). The attitudes underlying preferences of young urban educated polish consumers towards products made in western countries. Journal of International Consumer Marketing, 9(4), 5-29. https://doi.org/10.1300/J046v09n04_02
- Milliman, R. E. (1982). Using background music to affect the behavior of supermarket shoppers. Journal of Marketing, 46(3), 86-91.
- Min, D. (2018). The effect of fit in background music on brand memory for luxury vs. non-luxury brand advertising. Journal of Digital Convergence, 16(12), 147-152.
- Morris, J. D., & Boone, M. A. (1998). The effects of music on emotional response, brand attitude, and purchase intent in an emotional advertising condition. Advances in Consumer Research, 25, 518-526.
- Morrison, M., & Beverland, M. B. (2003). In search of the right in-store music. Business Horizon, 46(6), 77-82. https://doi.org/10.1016/S0007-6813(03)00092-2
- Nguyen, V. T. (2020). The process of building a brand for Vietnamese businesses. Industry and Trade Magazine. https://tapchicongthuong.vn/bai-viet/quy-trinh-xay-dung-thuong-hieu-cho-doanh-nghiep-viet-nam-77123.htm
- North, A. C., Hargreaves, D. J., & Hargreaves, J. J. (2004). Uses of music in everyday life. Music Perception: An Interdisciplinary Journal, 22(1), 41-77. https://doi.org/10.1525/mp.2004.22.1.41
- Page, C. (1992). A history of conspicuous consumption. In F. Rudmin & M. Richnins (Eds.), Meaning, measure, and morality of materialism (pp. 82-87). Association for Consumer Research.
- Pentina, I., Guilloux, V., & Micu, A. C. (2018). Exploring social media engagement behaviors in the context of luxury brands. Journal of Advertising, 47(1), 55-69. https://doi.org/10.1080/00913367.2017.1405756
- Richins, M. (1994). Special possessions and the expression of material values. Journal of Consumer Research, 21(3), 522-533.
- Roehm, M. L. (2001). Instrumental vs. vocal versions of popular music in advertising. Journal of Advertising Research, 41(3), 49-58. https://doi.org/10.2501/JAR-41-3-49-58
- Rubin, D. C. (1977). Very long-term memory for prose and verse. Journal of Verbal Learning & Verbal Behavior, 16(5), 611-621. https://doi.org/10.1016/S0022-5371(77)80023-6
- Seo, Y., & Buchanan-Oliver, M. (2015). Luxury branding: The industry, trends, and future conceptualisations. Asia Pacific Journal of Marketing and Logistics, 27(1), 82-98. https://doi.org/10.1108/APJML-10-2014-0148
- Sirgy, M. J. (1982). Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 9(3), 287-300.
- SoundOut. (2025). How music helps brands ınfluence, ınspire, and hack emotions. Retrieved Feb 15, 2025, from https://www.linkedin.com/pulse/how-music-helps-brands-influence-inspire-hack-emotions-itjue retrieved
- Stewart, D. W., & Koslow, S. (1989). Executional factors and advertising effectiveness: A replication. Journal of Advertising, 18(3), 21-32.
- Stout, P. A., & Leckenby, J. D. (1988). The nature of emotional response to advertising: A further examination. Journal of Advertising, 17(4), 53-57. https://doi.org/10.1080/00913367.1988.10673130
- Sun, W., Chang, E. C., & Xu, Y. (2023), The effects of background music tempo on consumer variety-seeking behavior: The mediating role of arousal. Frontiers in Psychology, 14, 1236006. https://doi.org/10.3389/fpsyg.2023.1236006
- Trigg, A. B. (2001). Veblen, Bourdieu and conspicuous consumption. Journal of Economics Issues, 35(1), 99-115.
- Uğur, I. (2011). Televizyon reklamlarında müzik ve reklam ilişkisi. Erciyes İletişim Dergisi, 2(1), 2-18.
- Uludağ, D., & Soyer, M. (2023). Gösterişe yönelik tüketim kavramının incelenmesi. Topkapı Journal of Social Sciences, 2(1), 159-172.
- Valkeinen, S. (2020). Influence of music in advertising on consumer attitude and purchase intention: The effect of an international and local music on the Finnish audience [Thesis, JAMK University of Applied Sciences]. https://www.theseus.fi/handle/10024/354190;
- Veblen, T. (1899). The theory of leisure class. The Macmillan Company.
- Vigneron, F., & Johnson, L. W. (1999). A review and a conceptual framework of prestige-seeking consumer behavior. Academy of Marketing Science Review, 2(1), 1-15.
- Wallace, W. T. (1994). Memory for music: Effect of melody on recall of text. Journal of Experimental Psychology: Learning, Memory, and Cognition, 20(6), 1471-1485. https://doi.org/10.1037/0278-7393.20.6.1471
- Wiedmann, K.-P., Hennings, N., & Siebels, A. (2009). Value-based segmentation of luxury consumption behavior. Pscyhology & Marketing, 26(7), 625-651. https://doi.org/10.1002/mar.20292
- Yalch, R. F. (1991). Memory in a jingle jungle: Music as a mnemonic device in communicating advertising slogans. Journal of Applied Psychology, 76(2), 268-275. https://doi.org/10.1037/0021-9010.76.2.268
- Zander, M. F. (2006). Musical influences in advertising: How music modifies first impressions of product endorsers and brands. Psychology of Music, 34(4), 465-480. https://doi.org/10.1177/0305735606067158
- Zhu, R., & Meyers-Levy, J. (2005). Distinguishing between meanings of music: When background music affects product perceptions. Journal of Marketing Research, 42(3), 333-345.
- Zoghaib, A., Luffarelli, J., & Feiereisen, S. (2023). Branding with music: How can music contour and tonality enhance perceived brand innovativeness and brand evaluations?. Psychology & Marketing, 40(10), 1965-1985. https://doi.org/10.1002/mar.21875
The sound of luxury: A content analysis of hashtagged luxury brand posts and their music on social media
Abstract
Luxury consumption functions as a means for individuals to project their status or ideal self. Consumers engage in conspicuous consumption by displaying luxury brands, utilizing price tags and logos as symbols of social identity. Music, a powerful determinant of emotions and consumer behavior, plays a pivotal role in brand communication, particularly for luxury brands seeking to establish exclusivity and a high-end identity. Given the critical role of music in luxury branding, this study aims to analyze the types of music associated with the hashtags #luxurybrand and #luxurybrands on social media. Employing qualitative content analysis, the research examines Instagram posts tagged with #luxurybrand and #luxurybrands, categorizing music presence, genre, and lyrical content. The findings reveal that while 884 out of 2000 analyzed posts feature music, the majority of luxury brand-related content does not incorporate musical elements. Jazz emerges as the most frequently associated genre, followed by pop, reinforcing the contemporary perception of jazz as a symbol of sophistication and high culture. Moreover, instrumental music is favored over vocal music in luxury brand posts, aligning with the industry’s emphasis on timelessness and exclusivity. These findings suggest a departure from traditional perspectives in music branding, indicating that genre selection exerts a greater influence on luxury brand identity than lyrical content. Future research should further investigate consumer perceptions to enhance the understanding of music’s role in luxury brand communication.
Keywords
Supporting Institution
This study adheres to ethical research standards, ensuring that all data were collected from publicly available sources without violating privacy or confidentiality.
References
- Abugnem, A. N. (2018). Influence of the music sound through the identity and the luxury brand on the confusion of the tourist customer: Analytical study of the sample opinions of the customers of first class hotels in Baghdad. Opcion, 34(86), 1569-1593.
- Adorno, T. W. (2003). Kültür endüstrisini yeniden düşünürken. Cogito, 36, 76-85.
- Akay, A., Oral, M. Akpınar, M., & Gül, M. (2016). Reklamların marka bilinirliği açısından değerlendirilmesi: Meyve suyu ürünleri örneği. Akademik Araştırmalar ve Çalışmalar Dergisi, 8(15), 199-210.
- Alexomanolaki, M., Kennett, C., & Loveday, C. (2010). Music as first-order and second-order conditioning in TV commercials. Music and the Moving Image, 3(2), 39-50.
- Andersson, P. K., Kristensson, P., Wästlund, E., & Gustafsson, A. (2012). Let the music play or not: The influence of background music on consumer behavior. Journal of Retailing and Consumer Services, 19(6), 553-560. https://doi.org/10.1016/j.jretconser.2012.06.010
- Apaolaza-Ibañez, V., Zander, M., & Hartmann, P. (2010). Memory, emotions and rock’n’roll: The influence of music in advertising, on brand and endorser perception. African Journal of Business Management, 4(17), 3805-3816.
- Asıl, S. (2017). Tüketimde benlik algısı: Sosyal medya hesaplarında tüketici olmak. COMU International Journal of Social Sciences, 2(3), 1-22.
- Atwal, G., & Williams, A. (2009). Luxury brand marketing – The experience is everything. Journal of Brand Management,16, 338-346.
- Bagheri, M. (2014). Luxury consumer behavior in Malaysia: Loud brands vs. quiet brands. Procedia-Social and Behavioral Science, 130, 316-324.
- Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2005). Comportamento do consumidor (9th ed.). Pioneira Thomson Learning.
- Bocock, R. (1997). Tüketim. Dost Kitabevi.
- Borgonos Quijano, E. (2021). How brands should use music to transmit feelings and messages [Master’s thesis, Universidad Carlos III de Madrid]. https://doi.org/10.13140/RG.2.2.24105.88161
- Brodsky, S. L. (2011). Coerced and reluctant clients. In S. L. Brodsky (Ed.), Therapy with coerced and reluctant clients (pp. 11-29). American Psychological Association.
- Chu, S. C., Kamal, S., & Kim, Y. (2013). Understanding consumers’ responses toward social media advertising and purchase intention toward luxury products. Journal of Global Fashion Marketing, 4(3), 158-174.
- Clow, K. E., & Baack, D. (2003). Integrated advertising, promotion, and marketing communications. Prentice Hall.
- Çupi, B., & Morina, S. (2020). The influential power and the importance of music in advertising and marketing. Journal of Life Economics, 7(1), 17-28. http://doi.org/10.15637/jlecon.7.002
- Danziger, P. (2021). What does a luxury brand sound like?. Retrieved Feb 15, 2025, from https://therobinreport.com/what-does-a-luxury-brand-sound-like/
- Dealca, S. M. Q., Estrera, J. R. D., Tibalao, C. L., & De Jesus, F. L. B. (2022). Factors influencing customer satisfaction towards luxury clothing: Quiet luxury and lolomania among Filipino millennials. Journal of Business and Management Studies, 4(2), 313-333. http://doi.org/10.32996/jbms
- de Azevedo Rosa, C. (2012). Luxury today-key factors for success [Doctoral dissertation, University of Lisbon]. https://www.academia.edu/105874809/Luxury_Today_Key_Factors_f_or_Success
- Dogaru, I., Furnham, A., & McClelland, A. (2024). Understanding how the presence of music in advertisements influences consumer behaviour. Acta Psychologica, 248, 104333. https://doi.org/10.1016/j.actpsy.2024.104333
- Doyle, P. (2002). Marketing management and strategy (3rd ed.). Prentice Hall.
- Fetais, A. H., Algharabat, R. S., Aljafari, A., & Rana, N. P. (2023). Do social media marketing activities improve brand loyalty? An empirical study on luxury fashion brands. Information Systems Frontiers, 25(2), 795-817.
- Fiedler, K. (2002). Mood-dependent processing strategies from a meta-theoretical perspective. Psychological Inquiry, 13(1), 49-54. http://www.jstor.org/stable/1449539
- Fraser, C., & Bradford, J. A. (2012). Music to your brain: Background music changes are processed first, reducing ad message recall. Psychology & Marketing, 30(1), 62-75.
- Global Brands Magazine. (n.d.). The secret role of music in luxury branding. Retrieved Feb 15, 2025, from https://www.globalbrandsmagazine.com/role-of-music-in-luxury-branding/
- Goffman, E. (1990). The presentation of self in everyday life. Penguin.
- Greenberg, D., Ehrensperger, E., Schulte-Mecklenbeck, M., Hoyer, W. D., Zhang, Z. J., Han, Y. J., Nunes, J. C., & Dreze, X. (2010). Signaling status with luxury goods: The role of brand prominence. Journal of Marketing, 74(4), 15-30. https://doi.org/10.1509/jmkg.74.4.015
- Greenberg, D., Ehrensperger, E., Schulte-Mecklenbeck, M., Hoyer, W. D., Zhang, Z. J., & Krohmer, H. (2019). The role of brand prominence and extravagance of product design in luxury brand building: What drives consumers’ preferences for loud versus quiet luxury?. Journal of Brand Management, 27, 195-210. https://doi.org/10.1057/s41262-019-00175-5
- Hecker, S. (1984). Music for advertising effect. Psychology & Marketing, 1(3-4), 3-8. http://dx.doi.org/10.1002/mar.4220010303
- Heshmat, S. (2024). Influencing consumer behavior with music. Psychology Today. Retrieved Feb 15, 2025, from https://www.psychologytoday.com/intl/blog/science-of-choice/202404/influencing-consumer-behavior-with-music
- Higgins, E. T. (1987). Self-disperenacy: A theory relating self and affect. Psychologyical Review, 94(3), 319-340. https://doi.org/10.1037/0033-295X.94.3.319
- Jackson, D., Jankovich, R., Eric, S., & Marcus, D. (2013). Hit brands: How music builds value for the world’s smartest brands (3rd ed.). Springer.
- Jain, P., & Jain, U. (2016). Study of effectiveness of advertising Jingles. Advances in Economics and Business Management, 3(5), 496-502.
- Jiang, L., Cui, A. P., & Shan, J. (2021). Quiet versus loud luxury: The influence of overt and covert narcissism on young Chinese and US luxury consumers’ preferences?. International Marketing Review, 39(2), 309-334. https://doi.org/10.1108/IMR-02-2021-0093
- Karailievova, İ. (2012). Impact of songs and jingles used in advertising on brand and product awareness [Thesis, Vienna University of Economics and Business].
- Kauppinen-Raisanen, H., Björk, P., Lönnström, A., & Jauffret, M.-N. (2018). How consumers’ need for uniqueness, self-monitoring, and social identity affect their choices when luxury brands visually shout versus whisper. Journal of Business Research, 84, 72-81. https://doi.org/10.1016/j.jbusres.2017.11.012
- Keh, H. T., Wang, D., & Yan, L. (2021). Gimmicky or effective? The effects of imaginative displays on customers’ purchase behavior. Journal of Marketing, 85(5), 109-127. https://doi.org/10.1177/0022242921997359
- Kellaris, J. J., & Mantel, S. P. (1996). Shaping time perceptions with background music: The effect of congruity and arousal on estimates of ad durations. Psychology & Marketing, 13(5), 501-515. https://doi.org/dv3rfs
- Kim, A. J., & Ko, E. (2010). Impacts of luxury fashion brand’s social media marketing on customer relationship and purchase intention. Journal of Global Fashion Marketing, 1(3), 164-171. https://doi.org/10.1080/20932685.2010.10593068
- Kooli, K. (2024). Quiet luxury: A new sustainability approach or modern luxury fashion trend? [Master’s thesis, Universidade Catolica Lisbon]. https://repositorio.ucp.pt/bitstream/10400.14/45010/1/203590406.pdf
- Kotler, P., & Keller, K. L. (2006). Marketing management (12th ed.). Prentice Hall.
- Krippendorff, K. (2004). Content analysis: An introduction to its methodology (2nd ed.). Sage Publications.
- Lageat, T., Czellar, S., & Laurent, G. (2003). Engineering hedonic attributes to generate perceptions of luxury: Consumer perception of an everyday sound. Marketing Letters, 14(2), 97-109. https://doi.org/10.1023/A:1025462901401
- Lee, J. E., & Watkins, B. (2016). YouTube vloggers’ influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753-5760. https://doi.org/10.1016/j.jbusres.2016.04.171
- Les Roches. (2024). 3 reasons why music should be part of your luxury hospitality marketing strategy. Les Roches. Retrieved Feb 15, 2025, from https://lesroches.edu/blog/3-reasons-why-music-should-be-part-of-your-luxury-hospitality-marketing-strategy/
- Long, Y. (2023). How luxury advertising captures the psychology of audience: Take chanel’s top 5 most viewed videos on youtube for example. Frontiers in Business, Economics and Management, 9(1), 66-69. https://doi.org/10.54097/fbem.v9i1.8292
- Loureiro, S. M. C., Jimenez-Barreto, J., & Romero, J. (2020). Enhancing brand coolness through perceived luxury values: Insight from luxury fashion brands. Journal of Retailing and Consumer Services, 57, 1-12.
- Malenkaya, Y., & Andreyeva, A. (2016). Fashion and audio branding: The analysis and interpretation of luxury fashion marketing concepts. Journal of Global Fashion Marketing, 7(4), 291-304. https://doi.org/10.1080/20932685.2016.1198238
- Mann, B. J. S., & Sahni, S. K. (2015). Exploring the drivers of status consumption for the wedding occasion. International Journal of Market Research, 57(2), 179-202. https://doi.org/10.2501/IJMR-2015-017
- Marcoux, J. S., Filiatrault, P., & Cheron, E. (1997). The attitudes underlying preferences of young urban educated polish consumers towards products made in western countries. Journal of International Consumer Marketing, 9(4), 5-29. https://doi.org/10.1300/J046v09n04_02
- Milliman, R. E. (1982). Using background music to affect the behavior of supermarket shoppers. Journal of Marketing, 46(3), 86-91.
- Min, D. (2018). The effect of fit in background music on brand memory for luxury vs. non-luxury brand advertising. Journal of Digital Convergence, 16(12), 147-152.
- Morris, J. D., & Boone, M. A. (1998). The effects of music on emotional response, brand attitude, and purchase intent in an emotional advertising condition. Advances in Consumer Research, 25, 518-526.
- Morrison, M., & Beverland, M. B. (2003). In search of the right in-store music. Business Horizon, 46(6), 77-82. https://doi.org/10.1016/S0007-6813(03)00092-2
- Nguyen, V. T. (2020). The process of building a brand for Vietnamese businesses. Industry and Trade Magazine. https://tapchicongthuong.vn/bai-viet/quy-trinh-xay-dung-thuong-hieu-cho-doanh-nghiep-viet-nam-77123.htm
- North, A. C., Hargreaves, D. J., & Hargreaves, J. J. (2004). Uses of music in everyday life. Music Perception: An Interdisciplinary Journal, 22(1), 41-77. https://doi.org/10.1525/mp.2004.22.1.41
- Page, C. (1992). A history of conspicuous consumption. In F. Rudmin & M. Richnins (Eds.), Meaning, measure, and morality of materialism (pp. 82-87). Association for Consumer Research.
- Pentina, I., Guilloux, V., & Micu, A. C. (2018). Exploring social media engagement behaviors in the context of luxury brands. Journal of Advertising, 47(1), 55-69. https://doi.org/10.1080/00913367.2017.1405756
- Richins, M. (1994). Special possessions and the expression of material values. Journal of Consumer Research, 21(3), 522-533.
- Roehm, M. L. (2001). Instrumental vs. vocal versions of popular music in advertising. Journal of Advertising Research, 41(3), 49-58. https://doi.org/10.2501/JAR-41-3-49-58
- Rubin, D. C. (1977). Very long-term memory for prose and verse. Journal of Verbal Learning & Verbal Behavior, 16(5), 611-621. https://doi.org/10.1016/S0022-5371(77)80023-6
- Seo, Y., & Buchanan-Oliver, M. (2015). Luxury branding: The industry, trends, and future conceptualisations. Asia Pacific Journal of Marketing and Logistics, 27(1), 82-98. https://doi.org/10.1108/APJML-10-2014-0148
- Sirgy, M. J. (1982). Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 9(3), 287-300.
- SoundOut. (2025). How music helps brands ınfluence, ınspire, and hack emotions. Retrieved Feb 15, 2025, from https://www.linkedin.com/pulse/how-music-helps-brands-influence-inspire-hack-emotions-itjue retrieved
- Stewart, D. W., & Koslow, S. (1989). Executional factors and advertising effectiveness: A replication. Journal of Advertising, 18(3), 21-32.
- Stout, P. A., & Leckenby, J. D. (1988). The nature of emotional response to advertising: A further examination. Journal of Advertising, 17(4), 53-57. https://doi.org/10.1080/00913367.1988.10673130
- Sun, W., Chang, E. C., & Xu, Y. (2023), The effects of background music tempo on consumer variety-seeking behavior: The mediating role of arousal. Frontiers in Psychology, 14, 1236006. https://doi.org/10.3389/fpsyg.2023.1236006
- Trigg, A. B. (2001). Veblen, Bourdieu and conspicuous consumption. Journal of Economics Issues, 35(1), 99-115.
- Uğur, I. (2011). Televizyon reklamlarında müzik ve reklam ilişkisi. Erciyes İletişim Dergisi, 2(1), 2-18.
- Uludağ, D., & Soyer, M. (2023). Gösterişe yönelik tüketim kavramının incelenmesi. Topkapı Journal of Social Sciences, 2(1), 159-172.
- Valkeinen, S. (2020). Influence of music in advertising on consumer attitude and purchase intention: The effect of an international and local music on the Finnish audience [Thesis, JAMK University of Applied Sciences]. https://www.theseus.fi/handle/10024/354190;
- Veblen, T. (1899). The theory of leisure class. The Macmillan Company.
- Vigneron, F., & Johnson, L. W. (1999). A review and a conceptual framework of prestige-seeking consumer behavior. Academy of Marketing Science Review, 2(1), 1-15.
- Wallace, W. T. (1994). Memory for music: Effect of melody on recall of text. Journal of Experimental Psychology: Learning, Memory, and Cognition, 20(6), 1471-1485. https://doi.org/10.1037/0278-7393.20.6.1471
- Wiedmann, K.-P., Hennings, N., & Siebels, A. (2009). Value-based segmentation of luxury consumption behavior. Pscyhology & Marketing, 26(7), 625-651. https://doi.org/10.1002/mar.20292
- Yalch, R. F. (1991). Memory in a jingle jungle: Music as a mnemonic device in communicating advertising slogans. Journal of Applied Psychology, 76(2), 268-275. https://doi.org/10.1037/0021-9010.76.2.268
- Zander, M. F. (2006). Musical influences in advertising: How music modifies first impressions of product endorsers and brands. Psychology of Music, 34(4), 465-480. https://doi.org/10.1177/0305735606067158
- Zhu, R., & Meyers-Levy, J. (2005). Distinguishing between meanings of music: When background music affects product perceptions. Journal of Marketing Research, 42(3), 333-345.
- Zoghaib, A., Luffarelli, J., & Feiereisen, S. (2023). Branding with music: How can music contour and tonality enhance perceived brand innovativeness and brand evaluations?. Psychology & Marketing, 40(10), 1965-1985. https://doi.org/10.1002/mar.21875
There are 79 citations in total.
Details
| Primary Language | English |
|---|---|
| Subjects | Music (Other) |
| Journal Section | Research article |
| Authors | |
| Publication Date | April 30, 2025 |
| Submission Date | March 1, 2025 |
| Acceptance Date | March 27, 2025 |
| Published in Issue | Year 2025 Volume: 10 Issue: 2 |
