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Leaving an audio-visual identity trace: how do corporate auditory identity and corporate visual identity contribute to the recognisability and appreciation of an organisation

Nijmeijer, T.G.M. (2016) Leaving an audio-visual identity trace: how do corporate auditory identity and corporate visual identity contribute to the recognisability and appreciation of an organisation.

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Abstract:The concept of corporate identity has gained much popularity in the field of branding. However, the focus has predominantly been on visual aspects of corporate identity and little attention has been paid to sensory dimensions such as sound. This study investigates the effects of corporate auditory identity and corporate visual identity on recognisability and appreciation of an organisation. In addition it is tried to find out whether combining a logo and a tune has a super additive effect on the recognisability and appreciation of an organisation. The main experiment consisted of four different research conditions to which participants were randomly assigned. Depending on the research condition, the stimulus organisations included an audio cue, a visual cue, an audio + visual cue or no cue at all. The results leaded to conclude that organisations using audio or logo for identity matters are perceived as being more attractive and better recalled. Combining audio and logo on the other hand, could be a more complex task as it is depending on the context and fit of both cues. Storing and retrieving information from multiple sensory cues could be a more complicated cognitive task. It is advised to consider using audio, besides visual cues, for corporate identity matters. Using auditory or visual sensory cues could create meaning in a respondents mind, resulting to support recall and attractiveness.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/70430
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