The impact of the sonic logo’s acoustic features on orienting responses, emotions and brand personality transmission
| العنوان: | The impact of the sonic logo’s acoustic features on orienting responses, emotions and brand personality transmission |
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| المؤلفون: | Lluís Mas, Ashley Churchill, Paul D. Bolls, Emma Rodero, Miguel Barreda Angeles |
| المساهمون: | Communication Science, Network Institute, Communication Choices, Content and Consequences (CCCC) |
| المصدر: | Mas, L, Bolls, P, Rodero, E, Barreda Angeles, M & Churchill, A 2021, ' The impact of the sonic logo’s acoustic features on orienting responses, emotions and brand personality transmission ', Journal of Product & Brand Management, vol. 30, no. 5, pp. 740-753 . https://doi.org/10.1108/JPBM-05-2019-2370 Journal of Product & Brand Management, 30(5), 740-753. Emerald Group Publishing Ltd. |
| سنة النشر: | 2021 |
| مصطلحات موضوعية: | Melody, Sonic logo, media_common.quotation_subject, Orienting response, Logo, Multisensory branding, 050105 experimental psychology, Management of Technology and Innovation, Perception, 0502 economics and business, Personality, 0501 psychology and cognitive sciences, Big Five personality traits, Calmness, media_common, Marketing, 05 social sciences, Logos Bible Software, Sound branding, Brand personality, Acoustic features, Gestalt theory, Gestalt psychology, 050211 marketing, Psychology, Cognitive psychology |
| الوصف: | 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. |
| وصف الملف: | application/pdf |
| اللغة: | English |
| تدمد: | 1061-0421 |
| URL الوصول: | https://explore.openaire.eu/search/publication?articleId=doi_dedup___::aa420ca0f496232a8dcd6a5945993a44 https://research.vu.nl/en/publications/51fd7d4b-dc71-4ae1-9746-4fa7f2961a30 |
| حقوق: | OPEN |
| رقم الأكسشن: | edsair.doi.dedup.....aa420ca0f496232a8dcd6a5945993a44 |
| قاعدة البيانات: | OpenAIRE |
| تدمد: | 10610421 |
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