Brand personification through music as brand knowledge : Learning from the perspective of consumers of hip-hop music in Sweden, on the associations of music in sneaker brands

Brand personification through music as brand knowledge : Learning from the perspective of consumers of hip-hop music in Sweden, on the associations of music in sneaker brands

Background. Previous research on the investigation of brand personality (BP) can be found to use the personification metaphor of brands through celebrities, occupations and animals. Brand image research aims to discover the human characteristics attached to a brand. In this regard, the author sugges...

Full description

Bibliographic Details
Main Author: Leyva Navarro, Jose Enrique
Format: Others
Language:English
Published: Högskolan i Jönköping, Internationella Handelshögskolan 2011
Subjects:
brand personality
music-genres
cognitive schemas
brand image research
projective techniques
sneakers (tennis shoes)
hip-hop
symbolic consumption
branding
brand knowledge
fashion goods
Business and economics
Ekonomi
Media and communication studies
Medie- och kommunikationsvetenskap
Music
Musikvetenskap
Online Access:http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-14979

Internet

http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-14979

Similar Items