Jingles' effects on brand preference and brand recall on women

Brand jingles started to emerge in the 1920s with the popularization of radio. Since then, numerous studies were done to understand how music and jingles can affect the audience when recalling a brand and preferring one over the other. In this study, the effects of jingle tunes on brand recall and brand preference were examined. The study was conducted with a questionnaire consisting of a 5-point Likert Scale and 20 listening questions, where the brand jingles were specifically made for the brand, with 408 Turkish women participants. The results show that the participants who believed jingles are important for a brand had higher recall rates than those who don't. Also, another outcome of the study shows that while the brand recall rates decrease with age, the brands that use the same jingle for a long period of time had better recall rates throughout all age groups. Furthermore, results also indicate the participants who stated that they are influenced by advertisements they see have much better recall rates compared to the ones who stated that they are not.