Estudio de audio-branding, construcción de una marca: caso aplicado a un nuevo producto en la Ciudad de Azogues para el 2014

Abstract

The following research employs a quasi-experimentation with one goal in mind, to utilize the audiobranding strategically in a frequently used new brand. The hypothesis at hand for the experiment is as follows, that a product which possesses a jingle has significantly more identification and recall. We utilized a data base with 158 test units, divided them into two control groups and two experimental groups, from whom information during the quasi-experiment was obtained. The method that was used is called The General Linear Model with repeated measures to process the collected information. The results of the experiment showed that audiobranding of a frequently used new product often produced greater identification and recall, then products which did not utilize a jingle.