Sounding out the logo shot

Graakjær, Nicolai Jørgensgaard

doi:10.7146/se.v3i1-2.15642

Cited by 2 publications

(1 citation statement)

References 13 publications

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“…Ample evidence suggests sonic branding can influence consumers (Graakjær, 2013). Longer forms of music affects perceptions and multiple consumption-related outcomes, including product choice, sales and even the speed that people move in a retail store (Roschk et al , 2017), and influence brand attitude (Park and Young, 1986).…”

Section: Consumer Responses To Sonic Logosmentioning

confidence: 99%

Small sounds, big impact: sonic logos and their effect on consumer attitudes, emotions, brands and advertising placement

Scott

Sheinin

Labrecque

2022

JPBM

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Purpose The purpose of this paper is to show how sonic logos, despite their brief exposure time, resonate with consumers’ emotions and attitudes in a manner that until now has been attributed to only longer background music in advertising. The moderating role of sonic logo placement within the ad (beginning versus ending) and the mediating role of emotion felt after exposure to the brand and advertisement are also explored. Design/methodology/approach An expansion on sonic logo research is completed through two experiments testing nine hypotheses. A pretest is also conducted to create two orthogonal sonic logos (sad sonic logo and happy sonic logo) which are then used in the two experiments. Findings Participants had higher attitude scores for an advertisement that had a happy sonic logo over the ad that had a sad sonic logo. These consumer attitudes are mediated by emotion felt because of the exposure to the brand and advertisement and are moderated by placement of the sonic logo within the ad. Placement drove more positive consumer attitudes of a sad sonic logo at the beginning and a happy sonic logo at the end of the advertisement. Practical implications Given the short nature of a sonic logo, sonic logo placement in the advertisement is shown to change consumer perceptions. This effect uncovers an important aspect of placement of the sonic logo in the advertisement which gives practitioners a means of application. Furthermore, consumer emotions drive these strong attitudes despite the short exposure times of the sonic logo. Originality/value This paper expands upon the limited sonic logo research and shows how the short exposure time of a sonic logo can have the same emotional qualities as long-form music, previously reserved for background music in advertising. In addition, by uncovering the mediating relationship of emotion felt after exposure to the brand and advertisement, it is shown how these short audio branding elements can help shape emotion and consumer attitude toward brands. Finally, altering placement of the sonic logo can enhance consumer attitudes of the advertisement and brand.

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Section: Consumer Responses To Sonic Logosmentioning

confidence: 99%

Small sounds, big impact: sonic logos and their effect on consumer attitudes, emotions, brands and advertising placement

Scott

Sheinin

Labrecque

2022

JPBM

View full text Add to dashboard Cite

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Sonic Branding in the Telecom Sector

Saqib,

Dhull,

Agrawal

2024

Advances in Marketing, Customer Relationship Management, and E-Services

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The purpose of this study is to explore the strategic utilization of sound and music in brand communication, known as sonic branding, with a particular emphasis on the telecom sector. This research aims to investigate the profound impact of Airtel's jingle on the development of brand identity and its influence on consumer engagement within the telecom industry. This research employs an exploratory case study approach. The jingle was found to evoke both emotional and cognitive associations with the brand, contributing significantly to consumer engagement. The findings emphasize the critical role of sonic branding in the telecom sector and its potential to create a distinctive sonic identity. This study contributes to the growing body of knowledge on the significance of sonic branding in contemporary marketing. It adds value by specifically examining the telecom sector and Airtel's jingle as a case study, offering insights that can be valuable to both academics and practitioners in the field.

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Sounding out the logo shot

Cited by 2 publications

References 13 publications

Small sounds, big impact: sonic logos and their effect on consumer attitudes, emotions, brands and advertising placement

Small sounds, big impact: sonic logos and their effect on consumer attitudes, emotions, brands and advertising placement

Sonic Branding in the Telecom Sector

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