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Using sonic branding in the retail environment — an easy and effective way to create consumer brand loyalty while enhancing the in‐store experience
Author(s) -
Fulberg Paul
Publication year - 2003
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.132
Subject(s) - business , advertising , loyalty , brand loyalty , marketing , brand management , point (geometry) , key (lock) , brand awareness , corporate branding , brand equity , brand extension , brand strategy , computer science , geometry , mathematics , computer security
Retail is no longer simply a point of purchase, it has now become part of a brand's communications strategy. As brands begin to explore the benefits of the retail environment they are mostly failing to utilise fully its ability to communicate with all the senses. Sonic branding has yet to make a significant impact on the retail environment and yet it is a powerful tool in the development of brand loyalty. As brands search for new ways of communicating with consumers both locally and globally, sonic branding will become a key tool in the creation of fully immersive brand experiences. Copyright © 2003 Henry Stewart Publications.