Jingle and its effect on consumer behaviour.

Abstract

This paper explores the field of jingle and its effect on consumer behavior, with reference to a brand. It seeks to ascertain conflicting hypotheses and provide an update on past researches. A non-established brand is chosen as the basis of research with respondents comprising of Singapore undergraduates. They were exposed to a commercial coded with a jingle and their opinions were analyzed. Various components of brand equity were measured and results show that familiar jingle influences brand preference. Other interesting findings show that familiar jingle also influences commercial recall and brand recall. This paper provides insight on the benefits of choosing a familiar jingle for a marketer’s next commercial.