The influence of sound logo instruments on brand personality perceptions: An investigation of brand ruggedness and sophistication

Puligadda, Sanjay; VanBergen, Noah

doi:10.1016/j.jbusres.2022.113531

Cited by 8 publications

(4 citation statements)

References 58 publications

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“…More recently, Melzner and Raghubir (2023) investigated how the roughness/smoothness of sonic logos would influence the perceptions of ruggedness/sophistication in brand personality. Similarly, Puligadda and VanBergen (2023) demonstrated that the timbre of a brand's sound logo enhanced the perceived sophistication (vs. ruggedness) of its personality (where a piano was associated more with sophistication and a synth bass was associated more with ruggedness). What is more, the congruency between the instrumentation of a sound logo and the design of a visual logo were shown to enhance perceptions of a brand's personality and result in a more favorable evaluation of the brand.…”

Section: Crossmodal Correspondences: Analysis and Sonic Design Implic...mentioning

confidence: 95%

Sonic branding: A narrative review at the intersection of art and science

Spence,

Keller

2024

Psychology and Marketing

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The field of sonic branding/marketing has grown rapidly in recent years, as has commercial interest in more science‐based approaches to the practice, particularly as more brands and agencies look for qualitative and quantitative evidence to support the efficacy of sonic branding. In this research note, we explore the ways in which the design and execution (i.e., the “art”) of sonic branding initiatives can be informed by overlapping approaches and techniques drawn from the sciences, namely psychoacoustics, semiotics, music/auditory cognition, and crossmodal research. We explore whether the rapid growth of generative AI may represent the next major evolution in the design, creation, and assessment of sonic assets, where science and art are used to train AI tools that could one day augment (and potentially disrupt) the work of human sound designers and composers. These developments notwithstanding, it is argued that sonic branding will likely remain as much an art as a science, though basing one's approach on the emerging scientific literature ought to at least tilt the odds of success in the creative's favor.

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Section: Crossmodal Correspondences: Analysis and Sonic Design Implic...mentioning

confidence: 95%

Sonic branding: A narrative review at the intersection of art and science

Spence,

Keller

2024

Psychology and Marketing

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“…Brand managers can create different brand personalities for different categories of consumer goods brands (e.g. utilitarian brands and hedonic brands) through various themes such as advertising, spokespersons, product design and physical properties such as different facial express and slogans to enhance consumer perceptions and preferences (Puligadda and VanBergen, 2023).…”

Section: Managerial Contributionsmentioning

confidence: 99%

Innocence versus Coolness: the influence of brand personality on consumers’ preferences

Feng,

Xu,

Wang

2023

JPBM

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Purpose Building on the theory of brand psychological ownership, this paper aims to explore the mediating role of brand psychological ownership in the relationship between brand personality (innocence/coolness) and consumers’ preferences, as well as identify the boundary conditions of this relationship. Design/methodology/approach To test the hypotheses, a series of four experiments were conducted in Wuhan, a city in southern China, using questionnaires administered at two universities and two supermarkets. Hypotheses were tested using PLS-SEM in SmartPLS 4. Findings The results indicate that brand personality, specifically the dimensions of innocence and coolness, has a significant impact on consumers’ brand preferences. Brands with a cool personality are preferred over those with an innocent personality. Moreover, the relationship between brand personality and consumers’ brand preferences is moderated by power motivation and identity centrality. Originality/value This study contributes to the literature by differentiating between brand personality of innocence and coolness as two separate constructs and proposing brand psychological ownership as a mechanism through which brand personality affects brand preferences. The study’s samples were drawn from universities and supermarkets in southern China, providing evidence for the significant moderating effects of power motivation and identity centrality on consumers’ brand preferences.

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“…In the study of brand voice identity, scholars have traditionally focused on the sound characteristics of the voice identity, such as rhythm [5], pitch [4], frequency [6], and the type of instruments used in the voice identity [7]. Due to the complexity of timbre [8], there has been less academic attention to the timbre of brand voice identities.…”

Section: Introductionmentioning

confidence: 99%

Influencing brand attitude with brand voice: The role of timbre brightness

Yan,

Sun

2024

Proceedings of the 5th International Conference on E-Commerce and Internet Technology, ECIT 2024, March 15–17, 2024, Changsha,

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Brand voice identity serves as a crucial means for consumers to recognize corporate brands, and brightness is an essential dimension of timbre. This study investigates the mechanisms and boundary conditions of the impact of bright and dark timbre types of brand voice identities on consumer brand attitudes through two experiments. The findings reveal that warmth perception and competence perception play a mediating role between the timbre type of brand voice identity and consumer brand attitudes. Compared to dark timbre brand voice identities, bright timbre brand voice identities enhance consumers' warmth perception of the brand, while dark timbre brand voice identities, in contrast to bright timbre identities, enhance consumers' competence perception of the brand.

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The influence of sound logo instruments on brand personality perceptions: An investigation of brand ruggedness and sophistication

Cited by 8 publications

References 58 publications

Sonic branding: A narrative review at the intersection of art and science

Sonic branding: A narrative review at the intersection of art and science

Innocence versus Coolness: the influence of brand personality on consumers’ preferences

Influencing brand attitude with brand voice: The role of timbre brightness

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