Applying Recognition Of Emotions In Speech To Extend The Impact Of Brand Slogan Research
AbstractHow brand slogans can influence and change the consumers’ perception of image of products has been a topic of great interest to marketers. However, it is a non-trivial task to evaluate how brand slogans affect their customers’ emotions and how the emotions influence the customers’ perceptions of brand images. In this paper we demonstrate the Slogan Validator to evaluate brand slogans by analyzing the speech signals from customers’ voiced slogans. It is arguably the first speech signal based analysis of brand slogans. Our intention was to evaluate whether the signal-based emotion recognition technique can complement the traditional research methodologies, such as survey research method dealing with selfreported measurements, phenomenological research based on physiological measures, and semi-structured interviews, in order to increase the overall effectiveness of advertising copy strategy. The preliminary results of the experiment show that the Slogan Validator yields high consistency with the participants’ actual perceptions of the brand slogans chosen for this research.
Download InfoTo our knowledge, this item is not available for download. To find whether it is available, there are three options:
1. Check below under "Related research" whether another version of this item is available online.
2. Check on the provider's web page whether it is in fact available.
3. Perform a search for a similarly titled item that would be available.
Bibliographic InfoArticle provided by ISEG, Technical University of Lisbon in its journal Portuguese Journal of Management Studies.
Volume (Year): XII (2007)
Issue (Month): 2 ()
brand slogan; recognition of emotions; speech recognition; machine learning.;
You can help add them by filling out this form.
reading list or among the top items on IDEAS.Access and download statisticsgeneral information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Paulo Lopes Henriques).
If references are entirely missing, you can add them using this form.