Kauppatieteellinen tiedekunta, 2014
Markkinoinnin johtamisen maisteriohjelma
As of its ability to appeal to consumer emotions, the importance and interest towards music as a tool for successful marketing and branding is growing increasingly. However, in today’s cluttered media environments marketeers need to use more elaborate and creative means to get noticed. One of such means is a sound logo, which can be defined as a small piece of sound or music that optimally connects with a visual logo. Despite of the awareness and the need for the use of such tool in marketing, there is a lack of researches concerning the subject, especially in the form of investigating the role of a sound logo as a differentiating brand element.
Since past researches show how emotions and attitudes are linked together, the main goal of this study is to find out whether sound logos have an effect on the attitudes towards a brand. To reach this goal, the purpose of this study is to analyse the affects of sound logos on brand attitudes and credibility of the brand through the concept incongruity and favourability of emotions. As the amount of researches concerning the use of sound logos is relevantly small, the study relies strongly on conclusions from previous researches along with the current theory. One of these theories is the Model of Consumer Response To Advertisement Music by Craton & Lantos (2012). The contribution of this model to the study is quite significant, as it guided the formation of the empiria and conclusions. The approach of this study is qualitative and the research method was case study involving multiple cases. The cases consisted of four different brands: BBC, Mercedes-Benz, LG and Sonera. The data was collected through structured interviews and analyzed with a cross-case analysis.
The results of this study led to conclusions that confirm the sound logo’s ability to affect consumer attitudes towards a brand, alonside with the perceived credibility. These results weight the significance of the use of sound logos in marketing and give important indications towards future research.
sound logo, emotions, attitudes, credibility, sound branding, incongruence, brand fit