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A sound brand identity design: The interplay between sound symbolism and typography on brand attitude and memory
Journal of Retailing and Consumer Services ( IF 10.4 ) Pub Date : 2021-09-20 , DOI: 10.1016/j.jretconser.2021.102724
Yesel Jun 1 , Hyunju Lee 1
Affiliation  

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.



中文翻译:

一个健全的品牌标识设计:声音象征主义和排版对品牌态度和记忆的相互作用

越来越多的研究证明,人类根据视觉线索自然而然地从听觉线索中推断出某些图像。在品牌推广的背景下,本文连接了两个研究流,以揭示嵌入品牌标识的听觉和视觉图像之间的相互作用如何影响消费者反应。研究参与者接触到品牌标识,其品牌名称和字体在他们传达的图像中要么同意要么不同意。结果表明,品牌标识中的视听图像一致性导致品牌吸引力和质量感知以及记忆力的增加。此外,发现听觉图像的效果和视觉图像的效果同样影响关联映射,因此两者都不占主导地位。

更新日期:2021-09-20
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