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 suggests that as music can tell much of the personality of a person, then it would be possible to know the personality of a brand through music.
The rationale behind is that music elicits “extramusical” information, such as emotions, values, dress codes and stereotypes of people; in relation to musical-genres.
Purpose.
This research aims to explore how music can help to produce brand knowledge. In particular how the extramusical information conveyed by musical-genres can be used as language to talk about the personality of a brand.
Methodology.
The empirical research was developed within an Interpretive research paradigm to learn from the perspective of consumers of hip-hop music in Sweden, how brand knowledge can be obtained from music as cognitive schema (CS).
The data was gathered using a mixed-method research design. Two different projective techniques were employed in group sessions. On one session (N=11), visual collages were used to visually represent the brands using images of musicians and their description with brand personality traits. The second session (N=12) consisted of an associative task using music, followed by the application of the brand personality scale. The interpretation and analysis of findings was done through the triangulation of the methods’ data.
Conclusions.
The use of music genres as CS to produce brand knowledge can provide insightful information on the lifestyle and type of users that buy, consume or wear the brand.
Extramusical information helps understand characteristics of BP through the lifestyle and profile of the musician or music-fan that was associated with the brand. In particular, brand knowledge can be gained in terms of demographic and psychographic characteristics associated to the brand. However, several theoretical implications for further research were identified in order to consolidate the BP/consumer/music relationship.
Table of Contents
- Introduction
- Introduction of the research topic
- Problematization
- Purpose of the study
- Research questions
- Perspective of the study
- Structure of the thesis
- Contribution of the study
- Definitions and abbreviations
- Theoretical Framework
- Defining brand personality (BP)
- The function and role of BP
- Anthropomorphism
- "Brands are like friends"
- Measuring BP
- "The Big Five" personality dimensions
- Projective techniques
- Collages
- Musical-genres as cognitive schemas
- Extramusical information
- Music-genres as cognitive schemas
- Summary of the literature review
- Defining brand personality (BP)
- Methodology
- Preliminary study
- Brand personification through music
- Analysis
- Conclusions
- Final discussion
Objectives and Key Themes
This research explores how music contributes to brand knowledge, specifically examining how the extramusical information conveyed by music genres can be used to understand brand personality. The study uses a mixed-methods approach, focusing on the perspective of Swedish hip-hop consumers to understand how music creates cognitive schemas about sneaker brands.
- The relationship between music genres and brand personality.
- The use of projective techniques to understand consumer associations between music and brands.
- The role of extramusical information in shaping brand knowledge.
- The application of cognitive schemas in understanding brand perception.
- The development of brand knowledge through the association of music genres.
Chapter Summaries
Introduction: This chapter introduces the research topic, problematizes the existing understanding of brand personality research, and outlines the study's purpose, research questions, perspective, structure, contributions, and key definitions. It sets the stage for the investigation into how music can be used to understand brand personality, particularly within the context of sneaker brands and hip-hop culture in Sweden.
Theoretical Framework: This chapter provides a comprehensive review of existing literature on brand personality, focusing on its definition, measurement (including the "Big Five" and projective techniques), and the role of anthropomorphism. It delves into the concept of musical genres as cognitive schemas, explaining how music conveys extramusical information such as emotions, values, and stereotypes. This framework lays the theoretical groundwork for understanding how music can inform perceptions of brand personality.
Methodology: This section details the research design, explaining the interpretive paradigm employed and the mixed-methods approach used. It describes the population of study (consumers of hip-hop music in Sweden), the research philosophy, and the specific methodologies, including the use of visual collages and an associative task with music. The methodological choices are justified, and potential limitations of the study are acknowledged.
Preliminary study: This chapter presents the findings from a preliminary study, providing context by examining the advertising strategies and fashion aspects related to the selected sneaker brands. It offers valuable insights into the cultural relevance of these brands within the Swedish hip-hop scene, setting the stage for the subsequent analysis of brand personification through music.
Brand personification through music: This chapter presents the main empirical findings from the two phases of data collection: visual collages (Session A) and an associative task with songs (Session B). It details the interpretation procedures used, analyzing how participants associated specific music genres with each brand and how this association reflects brand personality traits. The results are presented for each brand individually (Lacoste, Nike, Vans) and then synthesized to provide a comprehensive understanding of the study's findings.
Analysis: This chapter analyzes the data obtained through the various methods, examining how music contributes to brand knowledge, particularly in understanding who uses the brand and the symbolic attributes associated with it. The evaluation of the methodology involves a discussion of data triangulation, exploring the strengths and weaknesses of combining qualitative and quantitative data. Finally, it addresses the limitations of the study and suggests areas for future research.
Keywords
Brand personality, music genres, cognitive schemas, projective techniques, sneakers, brand knowledge, hip-hop, Sweden, consumer perspective, extramusical information, mixed methods research.
Frequently Asked Questions: Comprehensive Language Preview
What is this document about?
This document provides a comprehensive overview of a research project exploring the relationship between music genres, specifically within the Swedish hip-hop context, and brand personality perception, focusing on sneaker brands. It includes a table of contents, objectives, key themes, chapter summaries, and keywords.
What are the main objectives of the research?
The research aims to investigate how music contributes to brand knowledge by examining how extramusical information conveyed by music genres shapes brand personality perception. It explores the relationship between music genres and brand personality, utilizing projective techniques to understand consumer associations between music and brands, and analyzing the role of extramusical information in shaping brand knowledge and brand perception.
What methodology is used in this research?
The study employs a mixed-methods approach, combining qualitative and quantitative data. It uses projective techniques such as visual collages and an associative task with music to gather data from Swedish hip-hop consumers. The research design is interpretive, focusing on understanding consumer perspectives.
What are the key themes explored in the research?
Key themes include the relationship between music genres and brand personality, the use of projective techniques (like collages) to understand consumer associations, the role of extramusical information in shaping brand knowledge, the application of cognitive schemas in understanding brand perception, and the development of brand knowledge through music genre associations.
Which brands are studied in this research?
The research focuses on the perception of sneaker brands, specifically Lacoste, Nike, and Vans, within the Swedish hip-hop consumer market.
What are the key chapters and their content?
The document outlines chapters including an Introduction (setting the research context), a Theoretical Framework (reviewing relevant literature on brand personality and cognitive schemas), a Methodology section (detailing the research design), a Preliminary Study (providing contextual data on the brands), a chapter on Brand Personification through Music (presenting main findings), an Analysis chapter (evaluating the data and methodology), and finally, Conclusions and a Final Discussion.
What are the key findings (in summary)?
The core findings relate to how participants associated specific music genres with the chosen sneaker brands, reflecting specific brand personality traits. The analysis explores how this association contributes to brand knowledge and understanding of the brands' target consumers and symbolic attributes. The limitations of the study and suggestions for future research are also addressed.
What are the keywords associated with this research?
Keywords include: Brand personality, music genres, cognitive schemas, projective techniques, sneakers, brand knowledge, hip-hop, Sweden, consumer perspective, extramusical information, mixed methods research.
What is the target audience of this research?
The target audience is likely academics and researchers interested in brand personality, consumer behavior, marketing, music psychology, and the intersection of these fields. The focus on Swedish hip-hop culture suggests relevance to those interested in cultural studies and specific market segments.
Where can I find more detailed information?
The complete research paper itself would provide the detailed findings and analysis. This document serves as a preview or abstract.
- Quote paper
- José Leyva (Author), 2011, Brand personification through music as brand knowledge, Munich, GRIN Verlag, https://www.grin.com/document/179780
