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

Abstract

Intel and Nokia’s success in sound branding encouraged followers to
implement this branding strategy. This study aims to explore the effects of
sound stimuli applied in branding. A questionnaire survey was conducted
to measure consumers’ perception towards sound stimuli, and its influence
towards brand preference. Consumers’ perception towards sound stimuli
is further examined to identify its influences on attitude towards the brand,
brand awareness with brand association, and qualitative perception. Brand
loyalty and preference are confirmed to have consequential influences from
the antecedents: attitude towards the brand, brand awareness with brand
association, and qualitative perception.
Findings of this study suggest that sound trademarks should be
carefully selected and designed to help consumers remember the brand
and elicit positive awareness, association, attitude and perception. In
contrast, slogan-alone sound trademarks, especially those with ambiguous
meaning slogans, may lead to negative attitudes and preferences.