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Crash! Boom! Brand! - Product Sound as an Audio Branding Tool

Hansson, Christian; Aronsson, Rickard and Wierup, Daniel (2009)
Department of Business Administration
Abstract
This study found that the theoretical potential of product sounds is overall used quite well, in terms of its affect on consumers, in the majority of the Consumer-Based Brand Equity building blocks. Furthermore, we found that consumers are enthusiastic and receptive to the idea of using product sounds to stimulate brand relationships and identification in the sixth building block. However, Volvo does not fully manage to take advantage of the potential in the sixth block. The managerial implications of this study are that it highlights that product sounds can fill extensive brand equity building functions and that it may be beneficial for firms with public consumer products to review their product sounds in regards to the multiple effects... (More)
This study found that the theoretical potential of product sounds is overall used quite well, in terms of its affect on consumers, in the majority of the Consumer-Based Brand Equity building blocks. Furthermore, we found that consumers are enthusiastic and receptive to the idea of using product sounds to stimulate brand relationships and identification in the sixth building block. However, Volvo does not fully manage to take advantage of the potential in the sixth block. The managerial implications of this study are that it highlights that product sounds can fill extensive brand equity building functions and that it may be beneficial for firms with public consumer products to review their product sounds in regards to the multiple effects they can have on consumers. The study also sheds light on the concept that product sounds may affect all brand equity building blocks simultaneously. (Less)
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author
Hansson, Christian; Aronsson, Rickard and Wierup, Daniel
supervisor
organization
year
type
H1 - Master's Degree (One Year)
subject
keywords
Audio Branding, Product Sounds, Consumer-Based Brand Equity, Management of enterprises, Företagsledning, management
language
Swedish
id
1437373
date added to LUP
2009-06-04 00:00:00
date last changed
2012-04-02 17:44:28
@misc{1437373,
  abstract     = {This study found that the theoretical potential of product sounds is overall used quite well, in terms of its affect on consumers, in the majority of the Consumer-Based Brand Equity building blocks. Furthermore, we found that consumers are enthusiastic and receptive to the idea of using product sounds to stimulate brand relationships and identification in the sixth building block. However, Volvo does not fully manage to take advantage of the potential in the sixth block. The managerial implications of this study are that it highlights that product sounds can fill extensive brand equity building functions and that it may be beneficial for firms with public consumer products to review their product sounds in regards to the multiple effects they can have on consumers. The study also sheds light on the concept that product sounds may affect all brand equity building blocks simultaneously.},
  author       = {Hansson, Christian and Aronsson, Rickard and Wierup, Daniel},
  keyword      = {Audio Branding,Product Sounds,Consumer-Based Brand Equity,Management of enterprises,Företagsledning, management},
  language     = {swe},
  note         = {Student Paper},
  title        = {Crash! Boom! Brand! - Product Sound as an Audio Branding Tool},
  year         = {2009},
}