Effects of Sound Stimuli Applied in Branding – An

Empirical Study of Its Antecedents and

Consequences

3.1 Construct Measurement and Questionnaire Design

3.1.1 Perception toward Sound Stimulus

By the findings from our interview along with question items developed by Cheskin Research

(1999), we adopt and develop 22 items to measure consumer’s perception toward sound stimulus in our

research questionnaire.

1. The sound is appealing

2. I felt pleasant with this sound

3. I felt I like this sound

4. The sound is annoying (R)

5. The sound matches the product/brand personality or characteristics

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 6. The sound presents the product/brand adequately

7. The sound is distinctive

8. I can distinguish this sound from others

9. The sound impresses me a lot

10. The sound seems too long in advertisement (R)

11. I could not wait till the sound ends (R)

12. The sound is tool short to be recognized or aware (R)

13. I heard this sound frequently

14. I can hear this sound everywhere

15. I knew this sound since long time ago

16. The sound bring my memory to past time

17. I am familiar with this sound

18. I recognize brand name in this sound

19. From this sound, I recognize slogan about product or brand features

20. This sound is a complete song

21. Hearing this sound, I could recall ads using it I have ever heard or seen

22. Hearing this sound, I could recall experiences I had about related products

3.1.2 Brand Awareness

Keller (1993) proposes two measurements, brand recall and brand recognition, of brand awareness.

Aaker (1996) defines brand associations as “anything linked in memory to a brand”. Yoo, Donthu

and Lee (2000) propose to measure brand awareness with brand association together. Adopting these

points and research works of Yoo, Donthu and Lee, four items are selected in this questionnaire.

1. When I heard this sound, some characteristics of the brand behind this sound comes to my mind

quickly

2. When I heard this sound, I can quickly recall the symbol or logo of the brand behind this sound

3. I can recognize the brand behind this sound among other competing brands
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 4. I am aware of the brand behind this sound

3.1.3 Brand Loyalty

Brand loyalty is the disposition to be loyalty to a focal brand, which is demonstrated to buy

the brand as a principal brand. Baldinger and Rubinson (1996)claim that brand loyalty should

include attitudinal and behavioral components. Adopting this point and Yoo, Donthu and Lee (2000), below

five items are selected in the questionnaire.

1. I consider myself to be loyal to the brand behind this sound

2. The brand behind this sound would be my first choice

3. Even existing other choices, once the brand behind this sound is available I would never choose
other brands

4. I would buy the brand behind this sound at next opportunity

5. I would be glad to inform others an advantage of the brand behind this sound

3.3.4 Brand Preference

Brand preference is the degree of the nice feeling about product and this attitude of preference would

further affect consumer’s behavior (Grewal, Monroe & Krishnan, 1998; Howard, 1969; 1970). It is also a key

consideration of purchase intent. Adopting the research of Olson and Thjomoe (2003), three items are used to

measure brand preference in the questionnaire.

1. The brand behind this sound is appealing to me

2. When needed, I would prefer to purchase this brand but not anyone else

3. In total, I prefer this brand

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