Sonic Logo的音乐元素对品牌态度的影响

Q3 Business, Management and Accounting

Journal of Asia-Pacific Business Pub Date : 2023-06-18 DOI:10.1080/10599231.2023.2212541

S. Azizi, Aida Karamyar, Salman Eivazinezhad

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引用次数: 0

摘要

摘要本研究的目的是探讨尼斯咖啡的声音标志音乐元素对品牌态度的影响。研究方法是2（节奏：快和慢） × 2（连奏和断奏）受试者实验析因设计。结果表明，不同的节奏水平对品牌态度没有影响。断音和连音标志分别引起对品牌的积极和消极态度。此外，节奏和措辞的互动模式也影响了人们对品牌的态度。在两种不同的节奏水平上，断奏乐句的态度与连奏乐句相比都是积极的。

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

ABSTRACT 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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来源期刊

Journal of Asia-Pacific Business Business, Management and Accounting-Business and International Management

CiteScore

2.50

自引率

0.00%

发文量

期刊介绍： Present circumstances underscore the need to improve the understanding of conducting business with and within the Asia-Pacific countries. The Journal of Asia-Pacific Business™ provides a blend of cutting-edge knowledge and practical applications on business management and marketing strategy. In the Journal of Asia-Pacific Business™, you will find articles and feature sections that provide a pragmatic view of the business environment in this dynamic region. This essential resource offers readers a good blend of descriptive, conceptual, and theoretical articles dealing with current topics.