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

Area of Science:

• Marketing
• Consumer Psychology
• Brand Management

Background:

• Enterprises increasingly use sensory marketing, moving beyond visual identity to incorporate auditory elements.
• Audio-visual stimulation aims to foster positive consumer attitudes and enhance media innovation.
• The study addresses the growing trend of integrating sound design into brand logos.

Purpose of the Study:

• To construct and test a model of visual and auditory interactive relationships with consumer behavior using the Stimulus-Organism-Response (SOR) model.
• To examine the influence of perceived brand perception, credibility, and quality on consumer behavior.
• To investigate the mediating role of consumer perception variables in the audiovisual-brand relationship.

Main Methods:

• Data collected from 1407 respondents via questionnaires.
• Regression analysis employed to test associations between visual and auditory interactive relationships and consumer behavior.
• Hypotheses testing and verification of mediating roles of consumer perception variables.

Main Results:

• Brand identities incorporating audiovisual logo design show significant positive results in consumer behavior.
• Information integration, synergy, competition, and matching degree contribute to the visual-auditory interactive relationship.
• Perceived brand perception, credibility, and quality significantly influence purchase intention and consumer support.

Conclusions:

• Adding audiovisual logo design to marketing strategies is effective for attracting customers.
• This approach increases customer support and purchase intentions, enhancing brand identity.
• The study contributes to understanding the interplay between sensory marketing elements and consumer behavior.