2026-04-17T20:26:01Zhttps://recercat.cat/oai/request

oai:recercat.cat:10230/547092025-12-24T09:04:15Zcom_2072_6col_2072_452952

00925njm 22002777a 4500 dc Mas Manchón, Lluís author Bolls, Paula author Rodero Antón, Emma author Barreda Ángeles, Miguel author Churchill, Ashley author 2022-11-07T07:27:21Z 2022-11-07T07:27:21Z 2021 Purpose The purpose of this study is to determine how sonic logo’s acoustic features (intensity, pitch and pace) based on melodic tunes with no voice orient the response of consumers, attract attention, elicit levels of pleasantness and calmness and transmit brand personality traits. Design/methodology/approach A within-subject experimental factorial design is applied to measure emotional arousal (indexed as electrodermal activity) and enhancement on perceptual processing (indexed as heart rate), as well as self-reported factors, namely, calmness/excitement, pleasantness and brand personality scales. Findings Results show a significant increase on electrodermal activity associated with fast-paced sonic logos and a decrease in heart rate in slow-paced long sonic logos. Also, fade-up, pitch-ascending fast sonic logos are defined as more exciting and descending-pitch sonic logos as more pleasant. Research limitations/implications The use of sonic logos with no voice does limit its implications. Besides, the use of three variables simultaneously with 18 versions of sonic logos in a laboratory setting may have driven participants to fatigue; hence, findings should be cautiously applied. Practical implications First, sonic logos are best processed in a fade-up form. Second, fast pace is recommended to orient response, whereas slow pace is recommended to transmit calmness. Practitioners may opt for fast-paced sonic logos if the design is new or played in a noisy environment and opt for slow-paced sonic logos in already highly recognized sound designs. Originality/value To the best of authors’ knowledge, this study is the first to combine psychophysiological measures and self-reported scales in a laboratory experiment on how sonic logo’s acoustic features orient response, transmit emotions and personality traits. Brand personality Acoustic features Gestalt theory Multisensory branding Orienting response Sonic logo Sound branding The impact of the sonic logo’s acoustic features on orienting responses, emotions and brand personality transmission