Utilize este identificador para referenciar este registo: http://hdl.handle.net/10400.5/10012
Título: Applying recognition of emotions in speech to extend the impact of brand slogan research
Autor: Chien, Charles S.
Wan-Chen, Wang
Moutinho, Luiz
Cheng, Yun-Maw
Pao, Tsang-Long
Yu-Te, Chen
Jun-Heng, Yeh
Palavras-chave: brand slogan
recognition of emotions
speech recognition
machine learning
Data: 2007
Editora: Instituto Superior de Economia e Gestão
Citação: Chien, Charles S. ... [et al.] (2007). "Applying recognition of emotions in speech to extend the impact of brand slogan research". Portuguese Journal of Management Studies, XII(2):115-132
Resumo: How 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 self­ reported 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.
URI: http://hdl.handle.net/10400.5/10012
Aparece nas colecções:2007, Volume XII, nº 2

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