The effect of sound motivation in branding Instructor: Kate Name: 陳建佑 Student No.:

Introduction Sound advertising are everywhere in our daily life. Undoubtedly, sound has played a significant role in consumer marketing and is a major force in the interactive process of consumer behavior. Most retailers agree that sound is one of their most important considerations and expenses. (Yalch & Spangenberg, 2000)

Introduction Past reviews of experiential evidence in this area have included sound as part of a larger factor (Lam, 2000; Turley 2001) Dunbar, 1990, says that “ sound makes you watch or listen in a different way ”.

LITERATURE REVIEW 1 brand and brand equity mark and sound trademark 2 sound stimuli in branding 34 research hypotheses

Brand and Brand Equity By the definition of American Marketing Association (AMA), “ brand is a name, term, design, symbol, or any other feature that identifies one seller's good or service from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of item, or all items of that seller.

Brand and Brand Equity According to Tulin (1998), “ a brand is a name, symbol, design, or mark that enhances the value of a product beyond its functional purpose ”. Brands serve as markers for the products of a firm. For customers, brands can simplify choice, promise a particular quality level, reduce risk, and increase trust. 6

Brand and Brand Equity Studies about brand had concluded a strong brand benefits both the firm and consumers. - To the firms, strong brands provide resistance from competitive attack. - To the consumers, brand can signal a certain level of quality so that satisfied buyers can easily choose the product again. (Kotler & Keller 2001)

Brand and Brand Equity Tulin (1998) defined brand equity as the added value to a product. AMA defines the brand equity “ The value of a brand. From a consumer perspective, brand equity is based on consumer attitudes about positive brand attributes and favorable consequences of brand use ”.

Brand and Brand Equity Aaker (1992, 1996) points out that brand equity creates value for the firm as well as for the customer, and it consists of brand loyalty, brand awareness, perceived quality, brand associations, and other proprietary brand assets.

Brand and Brand Equity – Brand Awareness For a consumer to buy a brand they must first be aware of it. Brand awareness as essential for the communications process as it precedes all other steps in the process. (Macdonald & Sharp, 2003) Hoyer and Brown (1990) claim that effect of brand awareness on consumer choice, brand awareness provides a convenient cue for choice.

Brand and Brand Equity – Brand Awareness In this study, we define brand awareness as “ recognition or recall of brand presence in consumer ’ s mind ”.

Brand and Brand Equity – Brand Association Pitta and Katsanis (1995) propose that brand associations of product can be stored in consumer ’ s minds after brand awareness of the product are already in their memories.

Brand and Brand Equity – Brand Association Brand awareness with strong associations forms a specific brand image, further, brand associations are complicated and consist of multiple ideas. Therefore they suggest to measure brand awareness together with brand association. (Mats,2000)

Brand and Brand Equity – Brand Association In this study, we define brand association as all brand-related thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand node.

Brand and Brand Equity – Perceived Quality Quality is the cornerstone of a strong brand. A firm must have a quality product that delivers superior performance to the consumer in order to achieve a positive evaluation of the brand in the consumer ’ s memory. (Tulin, 1998) 15

Brand and Brand Equity – Perceived Quality Perceived quality has a positive influence on customers ’ purchase intentions and is the antecedent of satisfaction and loyalty. (Darsono and Junaedi,2006) Aaker (1996) describes perceived quality is linked to and often drives other aspects of how a brand is perceived, it is often a major strategic key point of a business.

Brand and Brand Equity – Perceived Quality In this study, we define perceived quality as “ consumer ’ s judgment about product ’ s overall excellence or superiority ”.

Brand and Brand Equity – Brand Royalty Rubinson (1996) claim brand loyalty include both attitudinal and behavioral components. Aaker (1996) notes brand loyalty is a key consideration when placing a value on a brand that is bought or sold, because a highly loyal customer can be expected to generate a very predictable sales and profit. A brand ’ s value to a firm is largely created by the customer ’ s loyalty.

Brand and Brand Equity – Brand Royalty Sonja (2007) indicates a brand-loyal person would buy a brand in preference. Mats (2000) argue brand loyalty makes customers buy products of a particular brand name routinely and resist them not to switch to another brand. Oliver (1997) defines brand loyalty as a deeply commitment to repurchase a preferred product or service consistently in the future. p.19

Brand and Brand Equity – Brand Royalty In this study, we define brand loyalty as “ preference or purchase to a brand in attitudinal and behavioral aspects. ”

Mark and Sound Trademark The definition of trademark by AMA is “ A legal term meaning the same as brand. A trademark identifies one seller's product and thus differentiates it from products of other sellers. A trademark also aids in promotion and helps protect the seller from imitations. ”

Mark and Sound Trademark Trademark is as important as brand to a corporation. A number of scholars assert the relationship between trademark and quality. Ramello (2006) indicates a trademark conveys information relating to the quality of products and therefore facilitates and enhances consumers ’ purchase decisions. p.22

Mark and Sound Trademark Most countries have accepted word, design and even slogan marks as their registration. Some countries – Taiwan, United States, Canada, Australia, for example, have broad acceptance of nonconventional trademarks such as color, sound, three-dimension, and even scent and motion.

Mark and Sound Trademark Taiwan ’ s Trademark Law defines “ Sound trademark is a distinctive sound which identify certain products or services of a provider, e.g., ads song, melody, speaking, or even animal ’ s roaring. In this study, sound trademark is any sound used in branding or marketing to identify specific product or brand. Sound trademark is defined as “ registered trademark in type of sound ”.

Sound Stimulus in Branding Using sound stimuli has been expressed as Sound Branding, Audio Branding, Auditory Branding and Sonic Branding by different authors and each of them is equivalent concept to each other. The ability of music to create a wide range of emotional responses is unquestionable. (Jantzen, 2003)

Sound Stimulus in Branding Cheskin ’ s research about measuring the impact of sound on the perception of brand identity indicates even brands are more easily identified through visual stimulus; the effective use of audio can equal the impact of the visual on brand imagery.

Sound Stimulus in Branding Regina (2007) had researched the importance of five senses in branding. He argues brand can be built using sound while the world over underestimate the value of sound.

Sound Stimulus in Branding Jantzen (2003) proposes that music to become a trigger for emotional reaction will lead to increase brand loyalty. The notion that sound can actually influence a purchasing decision has been pretty much ignored.

Research Hypotheses Alpert (1989) maintain that background music in commercials influence mood and impact on attitude and behavior, and further indicate that liked music is associated with more positive attitudes towards the brand. (H1) The sound stimulus is positively related to attitude toward brand.

Research Hypotheses According to King (1998) pleasant or novel sound can grab attention, and this attention may evoke audience ’ s recall of experience, memory, and association. Sounds can become as familiar and representative to an audience as the visual brand logo. (H2) The sound stimulus is positively related to brand royalty.

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