A sound brand identity design: The interplay between sound symbolism and typography on brand attitude and memory |
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| Institution: | 1. Sauder School of Business, University of British Columbia (UBC), Vancouver, British Columbia, V6T 1Z2, Canada;2. Rowe School of Business, Dalhousie University, Halifax, NS, B3H 4R2, Canada;1. Ehrenberg-Bass Institute, UniSA Business, University of South Australia, City West Campus Level 4, Yungondi Building, North Terrace Adelaide, SA 5000, Australia;2. Massey University, Auckland, New Zealand;1. School of Industrial Engineering, College of Engineering, University of Tehran, Iran;2. School of Business and Economics, RWTH Aachen University, Aachen, Germany;3. Centre for Research in Sustainable Supply Chain Analytics, Rowe School of Business, Dalhousie University, Halifax, NS, Canada;1. Faculty of Economics and Business Administration, Ruppin Academic Center, Emek Hefer, 4025000, Israel;2. Paris School of Business, France;1. Research Centre in Management and Economics (CEGE), Catolica Porto Business School, Catholic University of Portugal, Rua de Diogo Botelho, 1327, 4169-005, Porto, Portugal;2. School of Economics and Management, University of Minho, 4710-057, Braga, and CICS.NOVA.UMinho, Portugal |
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| Abstract: | A growing body of research testifies that humans naturally deduce certain images from auditory cues as they do from visual cues. In the context of branding, this paper bridges two streams of research to reveal how the interplay between the auditory and visual images embedded in brand identities influences consumer response. Study participants were exposed to brand logotypes whose brand name and typography either agree or disagree in the images they convey. The results revealed that audiovisual image congruence in brand identity leads to increased brand appeal and quality perception as well as memory. In addition, the effect of auditory images and that of visual images were found to equally influence associative mappings such that neither dominates the other. These findings provide an evidential ground to reason and further explore how business enterprises may effectively communicate their brand images through multisensory channels by providing guidance in the intuitive decision-making process involved in brand naming and visual identity development. |
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| Keywords: | Brand identity Multisensory congruence Sound symbolism Typography |
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