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Är ni med på noterna?: En studie om användandet av musik i butik
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Aim

The purpose of this study has been to give a deeper understanding of the concept of in-store music and the relation between the senders (the companies) och and the receivers (the customers). To be more specific, we decided to study how companies use in-store music as a strategic communicative tool as well as how customers visiting these stores perceived that same music. Furthermore, we wanted to see how the vision of the companies related to the perception of the customers.

Theory and methodology

The theoretical perspectives used in this study are integrated communication and corporate identity and they both fall under the term strategic communication. Regarding methodology and gathering the data we needed for our study, we decided to do both qualitative interviews with several companies and quantitative surveys with the customers.

Conclusions

The results in this thesis shows that music, used as a communication tool, can be an advantage for companies in their strive för building corporate identity as well as positioning themselves on the market as brands. From the results we can see that the visions of the companies doesn’t completely match up with the perceptions of the costumer. Our conclusion is though that if the music is used in a correct way it can make a positive difference for the in-store experience and possibly for the organization as a whole.

Place, publisher, year, edition, pages
2019. , p. 59
Keywords [en]
In-store music, branding, strategy, integrated communication, corporate identity.
National Category
Communication Studies
Identifiers
URN: urn:nbn:se:uu:diva-376535OAI: oai:DiVA.org:uu-376535DiVA, id: diva2:1286265
Subject / course
Media and Communication Studies
Supervisors
Examiners
Available from: 2019-02-06 Created: 2019-02-06 Last updated: 2019-02-06Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association
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  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
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Output format
  • html
  • text
  • asciidoc
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