Yan, Hui and Sun, Haoxiang (2024) Influencing brand attitude with brand voice: The role of timbre brightness. In: Proceedings of the 5th International Conference on E-Commerce and Internet Technology, ECIT 2024, March 15–17, 2024, Changsha, China.
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Abstract
Brand voice identity serves as a crucial means for consumers to recognize corporate brands, and brightness is an essential dimension of timbre. This study investigates the mechanisms and boundary conditions of the impact of bright and dark timbre types of brand voice identities on consumer brand att
| Item Type: | Conference or Workshop Item (UNSPECIFIED) |
|---|---|
| Date Deposited: | 04 Mar 2026 17:37 |
| Last Modified: | 16 Apr 2026 23:35 |
| URI: | http://eprints.eai.eu/id/eprint/49101 |
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