Play me that Trait : An exploratory study on the association between Sonic logos and Brand personality traits

Sammanfattning: The aim of this research is to explore the association between brand personality traits and sonic logos. The brand personality traits that are incorporated into this research are Responsibility, Activity, Aggressiveness, Simplicity and Emotionality. These traits constitute one of the two building blocks for this research. The other building block consists of the sonic logo, but more specifically, variations in mode and tempo. Because the research was exploratory in nature, a qualitative research strategy was deemed appropriate. Additionally, in order to explore the association between the two building blocks, one sonic logo was created in four versions where the mode and tempo shifted in different combinations. Semi-structured interviews were then conducted where the sonic logos were played. To find associations and patterns in the empirical material, coding inspired from grounded theory were used. To conclude, the first sonic logo version shows associations to the Activity and Emotionality dimensions. The second sonic logo version shows associations to the Responsibility, Aggressiveness and Activity dimensions. The third sonic logo version shows associations to the Activity, Simplicity and Emotionality dimensions. Lastly, the fourth sonic logo version shows associations to the Responsibility, Aggressiveness and Emotionality dimensions.