Articlehybrid2020

The impact of the sonic logo’s acoustic features on orienting responses, emotions and brand personality transmission

Lluís Más Manchón · Paul D. Bolls · Emma Rodero · Miguel Barreda-Ángeles · Ashley Churchill

36 citations0/0 files storedJournal of Product & Brand Management

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Sound Studies and Aurality

Abstract

Purpose The purpose of this study is to determine how sonic logo’s acoustic features (intensity, pitch and pace) based on melodic tunes with no voice orient the response of consumers, attract attention, elicit levels of pleasantness and calmness and transmit brand personality traits. Design/methodology/approach A within-subject experimental factorial design is applied to measure emotional arousal (indexed as electrodermal activity) and enhancement on perceptual processing (indexed as heart rate), as well as self-reported factors, namely, calmness/excitement, pleasantness and brand personality scales. Findings Results show a significant increase on electrodermal activity associated with fast-paced sonic logos and a decrease in heart rate in slow-paced long sonic logos. Also, fade-up, pitch-ascending fast sonic logos are defined as more exciting and descending-pitch sonic logos as more pleasant. Research limitations/implications The use of sonic logos with no voice does limit its implications. Besides, the use of three variables simultaneously with 18 versions of sonic logos in a laboratory setting may have driven participants to fatigue; hence, findings should be cautiously applied. Practical implications First, sonic logos are best processed in a fade-up form. Second, fast pace is recommended to orient response, whereas slow pace is recommended to transmit calmness. Practitioners may opt for fast-paced sonic logos if the design is new or played in a noisy environment and opt for slow-paced sonic logos in already highly recognized sound designs. Originality/value To the best of authors’ knowledge, this study is the first to combine psychophysiological measures and self-reported scales in a laboratory experiment on how sonic logo’s acoustic features orient response, transmit emotions and personality traits.

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References

1997Dimensions of Brand Personality 1997Dimensions of Brand Personality 2017Choosing Prediction Over Explanation in Psychology: Lessons From Machine Learning 2009A new measure of brand personality 2011The consumer psychology of brands 2000Creating Brand Names With Meaning: The Use of Sound Symbolism 1995The effects of background music on consumers' desire to affiliate in buyer‐seller interactions 2018Sounds like a healthy retail atmospheric strategy: Effects of ambient music and background noise on food sales

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2023Innocence versus Coolness: the influence of brand personality on consumers’ preferences 2024Sonic branding: A narrative review at the intersection of art and science 2022Small sounds, big impact: sonic logos and their effect on consumer attitudes, emotions, brands and advertising placement 2023Influencing brand personality with sonic logos: The role of musical timbre 2022Chinese cultural element in brand logo and purchase intention

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