Elementos sonoros de la narrativa publicitaria en los consumidores de Bershka.

Abstract

This article its about the analysis of the audio branding elements of the advertising narrative regarding Bershka store located in the Quicentro Norte Shopping Mall. The main objective is to determine the factors that influence users at the time of purchasing a product in the store. With this purpose, the specific objectives are to study if the music used in the store's advertising generates value and meaning at the moment of making a purchase, to determine which is the advertising strategy adopted by the store and to observe if the music intervenes in the emotions of the consumers at the moment of acquiring a product. Basic concepts of sensory marketing and how auditory marketing is handled in the behaviour of a consumer in fashion stores are developed. For this purpose, the methodology had a mixed practical approach based on the use of interviews, surveys and interpretative data analysis. The results show that music is an important component in a business model since its strategic use favors the increase of purchase intention. It was concluded that music encourages the purchase of a product and in turn modifies the behaviors, emotions and mood of the young consumers of the store.