An Experimental Approach to Measure the Impact of Musical Logos on Brand Equity
Published online on June 09, 2023
Abstract
Global Business Review, Ahead of Print.
Using musical logos (MLs; jingles) for brand promotion is a time-tested marketing strategy to develop brand recognition and aid memorability among consumers. The researchers adopted an experimental approach to measure the impact of MLs on brand equity (BE)...
Using musical logos (MLs; jingles) for brand promotion is a time-tested marketing strategy to develop brand recognition and aid memorability among consumers. The researchers adopted an experimental approach to measure the impact of MLs on brand equity (BE)...