Influencing brand personality with sonic logos: The role of musical timbre

Abstract

This study examines the relationship between instrumental timbre and brand personality and its underlying mechanisms. Our findings demonstrate that the connotative meanings of instrumental timbre act as a cognitive mechanism behind the timbre-brand association based on gender stereotypes. Specifically, sogos created using feminine instruments that connote positive valence are matched with sincerity dimension. Similarly, sogos created using masculine instruments that connote potency are matched with ruggedness, and this relationship is mediated by the perception of low pitch. Further, creating sogos with instruments that match a brand’s personality evokes congruence of brand attributes, which in turn positively impacts brand attitude and purchase intention. These findings contribute to the literature on branding and sensory marketing by linking instrumental timbre with the well-known brand personality scale and the EPA (Evaluation, Potency, and Activity) framework. Insights learnt can help brands create sogos that are congruent with their brand’s personality.