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EMAC 2020 Regional Conference

The Role of Sound in Brand Perception: a Mixed?Methodology Approach

Published: September 16, 2020


Elizaveta Zotova, Lomonosov Moscow State University; Alexander Pakhalov, Lomonosov Moscow State University


sonic branding; perception of audio content; neuromarketing tools


Sonic branding is one of the most promising marketing communication tools. The effectiveness of audio advertising campaigns is determined by the ability of sound elements to form a positive brand image in the consumers’ minds. Our study aims to measure the perception of audio advertising stimuli based on a combination of psychophysiological and sociological methods. The analysis of EEG data and subjective responses shows that a high level of experienced emotions is associated with interest in the advertised brand. We also find an evidence on the role of jingles in forming positive brand associations.


We are grateful to Neurotrend LLC and Anastasia Gorbunova for their assistance in data collection and analysis.