Publication
Applying recognition of emotions in speech to extend the impact of brand slogan research
| Summary: | 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. |
|---|---|
| Main Authors: | Chien, Charles S. |
| Other Authors: | Wan-Chen, Wang; Moutinho, Luiz; Cheng, Yun-Maw; Pao, Tsang-Long; Yu-Te, Chen; Jun-Heng, Yeh |
| Subject: | brand slogan recognition of emotions speech recognition machine learning |
| Year: | 2007 |
| Country: | Portugal |
| Document type: | article |
| Access type: | open access |
| Associated institution: | Universidade de Lisboa |
| Language: | English |
| Origin: | Repositório da Universidade de Lisboa |
| _version_ | 1866810415828172800 |
|---|---|
| author | Chien, Charles S. |
| author2 | Wan-Chen, Wang Moutinho, Luiz Cheng, Yun-Maw Pao, Tsang-Long Yu-Te, Chen Jun-Heng, Yeh |
| author2_role | author author author author author author |
| author_facet | Chien, Charles S. Wan-Chen, Wang Moutinho, Luiz Cheng, Yun-Maw Pao, Tsang-Long Yu-Te, Chen Jun-Heng, Yeh |
| author_role | author |
| contributor_name_str_mv | Repositório Científico de Acesso Aberto da ULisboa |
| country_str | PT |
| creators_json_txt | [{\"Person.name\":\"Chien, Charles S.\"},{\"Person.name\":\"Wan-Chen, Wang\"},{\"Person.name\":\"Moutinho, Luiz\"},{\"Person.name\":\"Cheng, Yun-Maw\"},{\"Person.name\":\"Pao, Tsang-Long\"},{\"Person.name\":\"Yu-Te, Chen\"},{\"Person.name\":\"Jun-Heng, Yeh\"}] |
| datacite.contributors.contributor.contributorName.fl_str_mv | Repositório Científico de Acesso Aberto da ULisboa |
| datacite.creators.creator.creatorName.fl_str_mv | Chien, Charles S. Wan-Chen, Wang Moutinho, Luiz Cheng, Yun-Maw Pao, Tsang-Long Yu-Te, Chen Jun-Heng, Yeh |
| datacite.date.Accepted.fl_str_mv | 2007-01-01T00:00:00Z |
| datacite.date.available.fl_str_mv | 2015-11-03T11:34:51Z |
| datacite.date.embargoed.fl_str_mv | 2015-11-03T11:34:51Z |
| datacite.rights.fl_str_mv | http://purl.org/coar/access_right/c_abf2 |
| datacite.subjects.subject.fl_str_mv | brand slogan recognition of emotions speech recognition machine learning |
| datacite.titles.title.fl_str_mv | Applying recognition of emotions in speech to extend the impact of brand slogan research |
| dc.contributor.none.fl_str_mv | Repositório Científico de Acesso Aberto da ULisboa |
| dc.creator.none.fl_str_mv | Chien, Charles S. Wan-Chen, Wang Moutinho, Luiz Cheng, Yun-Maw Pao, Tsang-Long Yu-Te, Chen Jun-Heng, Yeh |
| dc.date.Accepted.fl_str_mv | 2007-01-01T00:00:00Z |
| dc.date.available.fl_str_mv | 2015-11-03T11:34:51Z |
| dc.date.embargoed.fl_str_mv | 2015-11-03T11:34:51Z |
| dc.format.none.fl_str_mv | application/pdf |
| dc.identifier.none.fl_str_mv | http://hdl.handle.net/10400.5/10012 |
| dc.language.none.fl_str_mv | eng |
| dc.publisher.none.fl_str_mv | Instituto Superior de Economia e Gestão |
| dc.rights.none.fl_str_mv | http://purl.org/coar/access_right/c_abf2 |
| dc.subject.none.fl_str_mv | brand slogan recognition of emotions speech recognition machine learning |
| dc.title.fl_str_mv | Applying recognition of emotions in speech to extend the impact of brand slogan research |
| dc.type.none.fl_str_mv | http://purl.org/coar/resource_type/c_6501 |
| description | 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. |
| dirty | 0 |
| eu_rights_str_mv | openAccess |
| format | article |
| fulltext.url.fl_str_mv | https://repositorio.ulisboa.pt/bitstreams/ba33e3e4-b588-4e6c-9f35-86af56ae59b6/download |
| id | ul_d8bc00d234c6ee5332ebca2ea844cf2f |
| identifier.url.fl_str_mv | http://hdl.handle.net/10400.5/10012 |
| instacron_str | ul |
| institution | Universidade de Lisboa |
| instname_str | Universidade de Lisboa |
| language | eng |
| network_acronym_str | ul |
| network_name_str | Repositório da Universidade de Lisboa |
| oai_identifier_str | oai:repositorio.ulisboa.pt:10400.5/10012 |
| organization_str_mv | urn:organizationAcronym:ul |
| person_str_mv | Chien, Charles S. Wan-Chen, Wang Moutinho, Luiz Cheng, Yun-Maw Pao, Tsang-Long Yu-Te, Chen Jun-Heng, Yeh |
| publishDate | 2007 |
| publisher.none.fl_str_mv | Instituto Superior de Economia e Gestão |
| reponame_str | Repositório da Universidade de Lisboa |
| repository_id_str | urn:repositoryAcronym:ul |
| service_str_mv | urn:repositoryAcronym:ul |
| spelling | engInstituto Superior de Economia e Gestãopt_PTHow 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.application/pdfpt_PTApplying recognition of emotions in speech to extend the impact of brand slogan researchChien, Charles S.Wan-Chen, WangMoutinho, LuizCheng, Yun-MawPao, Tsang-LongYu-Te, ChenJun-Heng, YehHostingInstitutionOrganizationalRepositório Científico de Acesso Aberto da ULisboae-mailmailto:repositorio@reitoria.ulisboa.ptrepositorio@reitoria.ulisboa.pt2015-11-03T11:34:51Z20072007-01-01T00:00:00ZHandlehttp://hdl.handle.net/10400.5/10012http://purl.org/coar/access_right/c_abf2open accessbrand sloganrecognition of emotionsspeech recognitionmachine learning341815 bytesliteraturehttp://purl.org/coar/resource_type/c_6501journal articlehttp://purl.org/coar/access_right/c_abf2application/pdffulltexthttps://repositorio.ulisboa.pt/bitstreams/ba33e3e4-b588-4e6c-9f35-86af56ae59b6/downloadPortuguese Journal of Management StudiesXII2115132Lisboa |
| spellingShingle | Applying recognition of emotions in speech to extend the impact of brand slogan research Chien, Charles S. brand slogan recognition of emotions speech recognition machine learning |
| status | SINGLETON |
| subject.fl_str_mv | brand slogan recognition of emotions speech recognition machine learning |
| title | Applying recognition of emotions in speech to extend the impact of brand slogan research |
| title_full | Applying recognition of emotions in speech to extend the impact of brand slogan research |
| title_fullStr | Applying recognition of emotions in speech to extend the impact of brand slogan research |
| title_full_unstemmed | Applying recognition of emotions in speech to extend the impact of brand slogan research |
| title_short | Applying recognition of emotions in speech to extend the impact of brand slogan research |
| title_sort | Applying recognition of emotions in speech to extend the impact of brand slogan research |
| topic | brand slogan recognition of emotions speech recognition machine learning |
| topic_facet | brand slogan recognition of emotions speech recognition machine learning |
| url | http://hdl.handle.net/10400.5/10012 |
| visible | 1 |