Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual

EMAC 2022 Annual


The development of a typology for voices in marketing communications
(A2022-107759)

Published: May 24, 2022

AUTHORS

Maximilian Bruder, University of Augsburg; Michael Paul, University of Augsburg

ABSTRACT

Voices are important in many areas of marketing communications such as in tv and radio advertisements. Also in service interactions, for example, with frontline employees and voice-based technologies (e.g., smart assistants; Dawar & Bendle, 2018) voices are ubiquitous. Nevertheless, it remains unclear which voice types companies and brands may use for different purposes as marketing research did only investigate single voice characteristics (e.g., Chattopadhyay et al. 2003). This is contrary to the notion of Gestalt psychology, which suggests that all characteristics of voice need to be examined together to grasp the holistic impression that sensory elements such as voice create (e.g., Koffka 1922). Consequently, this research has the goal to develop a typology of voices used in marketing communications considering perceptual characteristics by the use of cluster and factor analysis. Further, we experimentally show that the newly developed voice types affect important marketing outcomes like brand personality. Our studies provide contributions to research and practice by structuring the important phenomenon voice and by showing how voice types affect marketing outcomes guiding future research and managerial decision-making.