Sinead Thesis

Books and Articles to Read

The Consumer and Prosumer:

The Cluetrain Manifesto – Rick Levine, Christopher Locke, Doc Searls, and David Weinberger. 1999 – predicted the Internet would evolve to a point where the consumer holds the “power” and no longer could the corporate world continue to communicate to their markets (the people they wish to interact with) in a push marketing or broadcast manner

Production, Consumption, Prosumption:The Nature of Capitalism in the Age of the Digital “Prosumer”
George Ritzer, Nathan Jurgenson (Report)

Wikinomics: How Mass Collaboration Changes Everything Tapscott and Williams 2006
“Wikinomic” model where business put consumers to work – idea of relying on consumers to produce

The experiential aspects of Consumption: Consumer fantasies, feelings and fun – Morris Holbrook, Elizabeth Hirschman

Ritzer, G. the McDonaldization of Society. Thousand Oakes, CA: Pine Forge Press, 1993, 1996, 2000, 2004, 2008, 2011

Baudrillard, J. 1970/1998. The consumer Society. London: Sage

Slater, D. 1997. Consumer Culture and Modernity. London: Polity

Ritzer, G. 2005 Enchanting a Disenchanted world: Revlotionizing the means of Consumption. Thousand Oakes, CA: Pine Forge Press.


How to Guarantee brand profits in the consumer engagement market place – Robert Passikoff

The Experience Economy – Joseph Pine, James H. Gilmore
“Companies stage an experience when they engage customers in a memorable way” P4

Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate – Bernd H. Schmitt
“Creating cognitive problem solving experiences that engage customers creativity”(Schmitt 1999 P67)

Sensory Marketing Bertil Hultén, Niklas Broweus, Marcus van Dijk 2008
P31 – 43

Social Media Marketing: The Next Generation of Business Engagement: By Dave Evans, Jake McKee



BrandSimple: How the Best Brands Keep It Simple and Succeed – Allen P. Adamson, Sir Martin Sorrell
“a brand can transform the way people see the world. It can change perceptions, preferences, and priorities” P219

The power of the brand: Strategy & Leadership – Scott Davis 2000 (Article) p4-9
A brand is what generally enables us to have a relationship with a firm as as it contains promises, sets expectations, and creates a feeling of consistency

Brand Management:

Brand Leadership – David A. AAker & Erich Joachimsthaler –
Brand as personality – P40
Providing an experience for customers – P205
The customer relationship model – P264
Experience Economy – P270
Brand relationships and experience – P280

The handbook of brand management – David Arnold
Brand essence – personality – brand equity P27, 28

Keller, K. (b), 2001. Building customer-based brand equity. Marketing Management. 10 (2) pp. 14-20

Handbook on brand and experience management Bernd Schmitt, David L. Rogers


From Brand identity to audio Branding – Karsten Kilian 2009

Subcultures of Consumption, Ethnography of New Bikers – Schouten, Mcalexander 1995 (report)
Sound can work as a tool for us to express our attitudes and opinions but also show our social belonging P43 -61

Franus , N., 2007. Building brand value through the strategic use of sound (AIGA Website)
[internet] available at:
Audio branding as the intentional use of music , sound and voice to create a connection between people and organisations

Treasure, J., 2007 Sound Business. Gloucestershire: Management Books 200 Ltd
Sounds can be linked to brands for in several different scenarios, for instance in advertising, consumer spaces, websites and products (P155 – 233)

Lindstrom, M., 2005. Brand Sense. London: Kogan Page Ltd
99% of brand experience consists of what consumers hear and sees (P87)

Fulberg, P.,2003. Using Sonic Branding in the retail Environment – An easy effective way to create Consumer Brand Loyalty While Enhancing In-Store Experience. Journal of Consumer Behaviour, 3 (2), pp. 193-198 (article)
Music can create a bond between consumers and brands

Oakes S., 2007. Evaluating empirical research into music in advertising. A congruity perspective. Journal of Advertising Research, 47 (1), pp. 38-50
Advertising sounds can affect the consumers emotions towards the brand


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Rayan Parikh – 2009

"The approach of using music to connect with viewers on a deep emotional level rather than a rational or congnitive level in advertising fundamentally redefined it as a brand building tool."

Schmitt 1999

"Creating cognitive problem solving experiences that engage customers creativity"

Sounds like branding

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