A Study and Analysis of the Relationship between Visual-Auditory Logos and Consumer Behavior

Given enterprises' participation in market competition and the development of sensory marketing, in addition to the traditional visual identity, some enterprises gradually begin to pay attention to auditory and then introduce sound design when designing logos. Audio-visual stimulation and media innovation are committed to creating positive attitudes among consumers. This study constructs a model of visual and auditory interactive relationships with consumer behavior using the SOR model. It tests the conceptual model and checks the hypotheses proposed in the study. This study summarizes and contributes to the visual and auditory interactive relationship between information integration, information synergy, mutual competition, and matching degree. It further proposes the influence of purchase intention and consumer support on consumer behavior of perceived brand perception, credibility, and quality perception. The results and highlights ensure brand identities reflect a significant positive result through consumer behavior. In this paper, we collected questionnaires from a random sample of 1407 respondents. We used regression analysis to test the association between visual and auditory interactive relationships as well as consumer behavior. We further verified the mediating role of consumer perception variables. Adding audiovisual logo design to the marketing process can be an effective way for companies and brands to attract customers and increase their support and purchase intentions.