The Effect of Sonic Logo's Musical Elements on Attitude Toward the Brand

The purpose of this study is to investigate the effect of manipulations of Nescafe's sonic logo musical elements on brand attitude. The research method is a 2 (tempo: fast and slow) × 2 (phrasing: legato and staccato) within-subjects experimental factorial design. Results show that different le...

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Bibliographic Details
Published inJournal of Asia-Pacific business Vol. 24; no. 3; pp. 170 - 180
Main Authors Azizi, Shahriar, Karamyar, Aida, Eivazinezhad, Salman
Format Journal Article
LanguageEnglish
Published Binghamton Routledge 03.07.2023
Taylor & Francis LLC
Subjects
brand attitude
Brands
Marketing
Music
phrasing
Research methodology
Sonic logo
Tempo
Online AccessGet full text
ISSN1059-9231
1528-6940
1547-0636
DOI10.1080/10599231.2023.2212541

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Summary:The purpose of this study is to investigate the effect of manipulations of Nescafe's sonic logo musical elements on brand attitude. The research method is a 2 (tempo: fast and slow) × 2 (phrasing: legato and staccato) within-subjects experimental factorial design. Results show that different levels of tempo do not affect brand attitude. The staccato and legato sonic logo respectively cause positive and negative attitudes toward the brand. Also, the interactive mode of tempo and phrasing has affected the attitude toward the brand. Attitude in staccato phrasing at both different levels of tempo is positive in comparison with legato phrasing.
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ISSN:1059-9231
1528-6940
1547-0636
DOI:10.1080/10599231.2023.2212541