Effects of Sound Stimuli Applied in Branding – An Empirical Study of Its Antecedents and Consequences

• Main Authors: Hua-Sheng Huang, 黃華昇
• Other Authors: Wann-Yih Wu
• Format: Others
• Language: en_US
• Online Access: http://ndltd.ncl.edu.tw/handle/32188974645325276641

碩士 === 國立成功大學 === 國際管理碩士在職專班 === 96 === Recently, Intel and Nokia's success of sound branding encouraged followers to emulate this branding strategy. This research is to explore the effects of sound stimulus applied to facilitate branding. A qualitative research was conducted to ascertain that consumers perceive pleasantness, relation to brand/product, distinctiveness, length and clarity, and accessibility as the five dimensions for sound trademarks. A sound trademark comprising brand name is most effective to relate with pairing brand. An empirical research was then conducted by questionnaire survey to measure consumers’ perception toward sound stimuli, and its influence toward brand preference. Consumers’ perception toward sound stimulus is further examined to identify its influences on attitude toward brand, brand awareness with brand association, and qualitative perception. Brand loyalty and preference are confirmed the consequent influences from those antecedents. The research result suggests that sound trademarks should be carefully selected. Judiciously designed or selected sound trademarks can help consumers easily remember brand, elicit positive awareness, association, attitude and perception. Consequently, consumer’s loyalty and preference are affected. In contrast, slogan-alone sound trademarks, especially ambiguous meaning slogan, may cause negative attitude and lower preference.