Krishnan, Vijaykumar; Kellaris, James J.; Aurand, Timothy W. - In: Journal of Product & Brand Management 21 (2012) 4, pp. 275-284
Purpose – Auditory branding is the association of a non‐verbal, auditory identity for a brand. Sonic logos, or “sogos,” are a key element of sonic branding. This paper seeks to examine the systematic influence of an objective property, the number of tones in a sogo, on consumers'...