The sound of music or the history of Trump and Clinton family singers: Music Branding as communication strategy in 2016 presidential campaign

  • Authors
  • Mas Manchón, Lluís; Collell, Maria Rosa; Xifra, Jordi
  • UPF authors
  • MAS MANCHON, LLUIS; XIFRA TRIADU, JORDI;
  • Type
  • Articles de recerca
  • Journal títle
  • American Behavioral Scientist
  • Publication year
  • 2017
  • Volume
  • 61
  • Number
  • 6
  • Pages
  • 584-599
  • ISSN
  • 0002-7642
  • Publication State
  • Publicat
  • Abstract
  • apos;s music conducted brand associations and personality strategy based on the construction of a war hero taking action to save his homeland in times of crisis. Music can transmit brand values through interactions based on emotional experiences. The connections stablished in this article between music and branding can be taken as a model for practitioners to design future political strategies and researches to test brand constructs within the music-branding framework.
  • Complete citation
  • Mas Manchón, Lluís; Collell, Maria Rosa; Xifra, Jordi. The sound of music or the history of Trump and Clinton family singers: Music Branding as communication strategy in 2016 presidential campaign. American Behavioral Scientist 2017; 61(6): 584-599.
Bibliometric indicators
  • 0 times cited Scopus
  • 0 times cited WOS
  • Índex Scimago de 0.982(2017)