Sonic branding of meat- and plant-based foods: The role of timbre

Sonic branding: A narrative review at the intersection of art and science

“…What is more, the congruency between the instrumentation of a sound logo and the design of a visual logo were shown to enhance perceptions of a brand's personality and result in a more favorable evaluation of the brand. 10 Meanwhile,Techawachirakul et al (2023a) reported that the North American participants whom they tested associated sound logos played by 'masculine' instruments (i.e., alto saxophone, trombone, trumpet, and tuba timbres) with meat-based foods, in contrast to sound logos played by 'feminine' instrumental timbres (i.e., clarinet, flute, 9…”

The length of brand names influences the expectation of healthiness in foods and preference for healthy foods

“…brand names, brand logos, brand personality) provide a rich source of information, and expectations and help consumers reduce the risks associated with food choices (e.g., Keller, 2003;Qian et al, 2023;Shimp & DeLozier, 1986;Wu et al, 2022). Research suggests that specific brand elements can influence consumers' perceptions and preferences for the brand/product (e.g., Ilicic & Brennan, 2023;Techawachirakul et al, 2022Techawachirakul et al, , 2023Zou et al, 2023). For example, differences in the audio frequencies of sonic logos can affect the perceived healthiness of foods (Techawachirakul et al, 2022).…”