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The Effect of Emotions on Brand Recall by Gender Using Voice Emotion Response with Optimal Data Analysis

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Innovative Research Methodologies in Management

Abstract

Purpose—To analyses the effect of emotions obtained by oral reproduction of advertising slogans established via Voice Emotion Response software on brand recall by gender; and to show the relevance for marketing communication of combining “human–computer Interaction (HCI)” with “affective computing (AC)” as part of their mission.

Design/methodology/approach—A qualitative data analysis did the review of the scientific literature retrieved from Web-of-Science Core Collection (WoSCC), using CiteSpace’ scientometric technique; the quantitative data analysis did the analysis of brand recall over a sample of Taiwan’ participants by “optimal data analysis”.

Findings—Advertising effectiveness has a positive association with emotions; brand recall varies with gender; and “HCI” connected with “AC” is an emerging area of research.

Research limitations/implications—The selection of articles obtained depend on the terms used in WoSCC, and this study used only five emotions. Still the richness of the data gives some compensation.

Practical implications—Marketers involved with brands need a body of knowledge on which to base their marketing communication intelligence gathering and strategic planning.

Originality/value—It provides exploratory research findings related to the use of automatic tools capable of mining emotions by gender in real time, which could enhance the feedback of customers toward their brands.

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Author information

Authors and Affiliations

  1. Feng Chia University, Taiwan, Republic of China

    Wan-Chen Wang

  2. ISCTE_IUL, Lisbon, Portugal

    Maria Helena Pestana

  3. University of Suffolk, Suffolk, England, UK

    Luiz Moutinho

  4. The University of the South Pacific, Suva, Fiji

    Luiz Moutinho

Authors
  1. Wan-Chen Wang
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  2. Maria Helena Pestana
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  3. Luiz Moutinho
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Editor information

Editors and Affiliations

  1. University of Suffolk, Suffolk, England, United Kingdom

    Luiz Moutinho

  2. Faculty of Electrical Engineering and Computing, University of Zagreb, Zagreb, Croatia

    Mladen Sokele

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Wang, WC., Pestana, M.H., Moutinho, L. (2018). The Effect of Emotions on Brand Recall by Gender Using Voice Emotion Response with Optimal Data Analysis. In: Moutinho, L., Sokele, M. (eds) Innovative Research Methodologies in Management. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-64400-4_5

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