The Effect of Brand Sound on Consumers’ Brand Evaluation in Japan

Although the previous studies imply that brand sound may enhance brand evaluation, little is known about the mechanism of the effect, individual differences, and the effect on Asian consumer. The results indicate: (1) Brand sound has significant effects not only on perceived quality and brand image, but also purchase intention through the fit of brand sound to its product category and product attributes. (2) The overall effect of brand sound on brand evaluation is stronger in female than in male and also in subjects with higher emotional purchase attitude than those with lower. (3) The effect of brand sound is observed in Japan in the similar way as in the West.


Jae Woo Park and Shin Osera (2008) ,"The Effect of Brand Sound on Consumers’ Brand Evaluation in Japan", in LA - Latin American Advances in Consumer Research Volume 2, eds. Claudia R. Acevedo, Jose Mauro C. Hernandez, and Tina M. Lowrey, Duluth, MN : Association for Consumer Research, Pages: 188-189.


Jae Woo Park, Chiba University of Commerce, Japan
Shin Osera, Toyo University, Japan


LA - Latin American Advances in Consumer Research Volume 2 | 2008

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