AUDITORY ANTHROPOMORPHIZATION AS A TOOL FOR ENHANCING BRAND LOVE IN MODERN MARKETING
Abstract
The paper examines the marketing strategy of forming emotional loyalty (Brand Love) through the mechanism of auditory anthropomorphization. Within the "Brands with Soul" project, the influence of musical metaphors on corporate identity is analyzed. The study substantiates the economic feasibility of using authorial audio content for humanizing brands in the digital age.
Fields of Study & Subjects
Corporate Identity and Reputation
Consumer Retail Behavior Studies
Consumer Behavior in Brand Consumption and Identification
Publication details
- Pages
- 91–92
- Publication date
- 5 January 2026