Non-musical sound branding – a conceptualization and research overview

Research output: Contribution to journalJournal articleResearchpeer-review

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Abstract

Purpose
The purpose of this paper is to advance the understanding of sound branding by developing a new conceptual framework and providing an overview of the research literature on non-musical sound.

Design/methodology/approach
Using four mutually exclusive and collectively exhaustive types of non-musical sound, the paper assesses and synthesizes 99 significant studies across various scholarly fields.

Findings
The overview reveals two areas in which more research may be warranted, that is, non-musical atmospherics and non-musical sonic logos. Moreover, future sound-branding research should examine in further detail the potentials of developed versus annexed object sounds, and mediated versus unmediated brand sounds.

Research limitations/implications
The paper provides important insights into critical issues that suggest directions for further research on non-musical sound branding.

Practical implications
The paper identifies an unexploited terrain of possibilities for the use of sound in marketing and branding.

Originality/value
The paper identifies a subfield within sound-branding research that has received little attention despite its inevitability and potential significance.
Original languageEnglish
JournalEuropean Journal of Marketing
Volume52
Issue number7/8
Pages (from-to)1505-1525
ISSN0309-0566
DOIs
Publication statusPublished - 2018

Cite this

@article{da866844d64a4f60bd1afe25fb837b02,
title = "Non-musical sound branding – a conceptualization and research overview",
abstract = "PurposeThe purpose of this paper is to advance the understanding of sound branding by developing a new conceptual framework and providing an overview of the research literature on non-musical sound.Design/methodology/approachUsing four mutually exclusive and collectively exhaustive types of non-musical sound, the paper assesses and synthesizes 99 significant studies across various scholarly fields.FindingsThe overview reveals two areas in which more research may be warranted, that is, non-musical atmospherics and non-musical sonic logos. Moreover, future sound-branding research should examine in further detail the potentials of developed versus annexed object sounds, and mediated versus unmediated brand sounds.Research limitations/implicationsThe paper provides important insights into critical issues that suggest directions for further research on non-musical sound branding.Practical implicationsThe paper identifies an unexploited terrain of possibilities for the use of sound in marketing and branding.Originality/valueThe paper identifies a subfield within sound-branding research that has received little attention despite its inevitability and potential significance.",
author = "Graakj{\ae}r, {Nicolai J.} and Anders Bonde",
year = "2018",
doi = "10.1108/EJM-09-2017-0609",
language = "English",
volume = "52",
pages = "1505--1525",
journal = "European Journal of Marketing",
issn = "0309-0566",
publisher = "JAI Press",
number = "7/8",

}

Non-musical sound branding – a conceptualization and research overview. / Graakjær, Nicolai J.; Bonde, Anders.

In: European Journal of Marketing, Vol. 52, No. 7/8, 2018, p. 1505-1525.

Research output: Contribution to journalJournal articleResearchpeer-review

TY - JOUR

T1 - Non-musical sound branding – a conceptualization and research overview

AU - Graakjær, Nicolai J.

AU - Bonde, Anders

PY - 2018

Y1 - 2018

N2 - PurposeThe purpose of this paper is to advance the understanding of sound branding by developing a new conceptual framework and providing an overview of the research literature on non-musical sound.Design/methodology/approachUsing four mutually exclusive and collectively exhaustive types of non-musical sound, the paper assesses and synthesizes 99 significant studies across various scholarly fields.FindingsThe overview reveals two areas in which more research may be warranted, that is, non-musical atmospherics and non-musical sonic logos. Moreover, future sound-branding research should examine in further detail the potentials of developed versus annexed object sounds, and mediated versus unmediated brand sounds.Research limitations/implicationsThe paper provides important insights into critical issues that suggest directions for further research on non-musical sound branding.Practical implicationsThe paper identifies an unexploited terrain of possibilities for the use of sound in marketing and branding.Originality/valueThe paper identifies a subfield within sound-branding research that has received little attention despite its inevitability and potential significance.

AB - PurposeThe purpose of this paper is to advance the understanding of sound branding by developing a new conceptual framework and providing an overview of the research literature on non-musical sound.Design/methodology/approachUsing four mutually exclusive and collectively exhaustive types of non-musical sound, the paper assesses and synthesizes 99 significant studies across various scholarly fields.FindingsThe overview reveals two areas in which more research may be warranted, that is, non-musical atmospherics and non-musical sonic logos. Moreover, future sound-branding research should examine in further detail the potentials of developed versus annexed object sounds, and mediated versus unmediated brand sounds.Research limitations/implicationsThe paper provides important insights into critical issues that suggest directions for further research on non-musical sound branding.Practical implicationsThe paper identifies an unexploited terrain of possibilities for the use of sound in marketing and branding.Originality/valueThe paper identifies a subfield within sound-branding research that has received little attention despite its inevitability and potential significance.

U2 - 10.1108/EJM-09-2017-0609

DO - 10.1108/EJM-09-2017-0609

M3 - Journal article

VL - 52

SP - 1505

EP - 1525

JO - European Journal of Marketing

JF - European Journal of Marketing

SN - 0309-0566

IS - 7/8

ER -