The Impact of Genre, Tempo, Emotional Tone, And Lyrics of Advertising on Consumers’ Perception of Brand Personality and Emotional Engagement"

Abstract

Music is also noted to be a very strong application in marketing as it is seen to influence consumer perceptions and help to spur brand recall. The given conceptual paper will look at how the usage of four major elements of music genre, tempo, emotional tone and lyrics can influence how consumers perceive the personality of the brand and get emotionally involved. Based on theories of marketing psychology, sensory branding, emotional contagion, the paper hypothesizes that there are certain musical properties inherent in advertisements, which can affect the manner in which consumers perceive or infer personality dimensions of a brand namely sincere, exciting, competent, sophisticated and rugged. In addition, it posits that these stimuli can elicit emotions of happiness, nostalgia, trust, and excitement among others hence strengthening the emotional association between a consumer and a brand. The paper is an integration of literature in the area which aims at developing a conceptual pathway between the structural and the affective characteristics of music and advertising outcomes and how music can be viewed as strategy of communication regarding the brand. The proposed model will provide marketers and advertisers with a basis of creating music-integrated campaigns which will create an improved perception of the brand and consumer interaction. This as a piece of work helps in advancing the field of academia through providing a means of connecting the literature of advertising music research with theory of brand personality as well as providing a practical connection to the aspect of creative strategy in contemporary marketing.