Crash! Boom! Brand! - Product Sound as an Audio Branding Tool

This study found that the theoretical potential of product sounds is overall used quite well, in terms of its affect on consumers, in the majority of the Consumer-Based Brand Equity building blocks. Furthermore, we found that consumers are enthusiastic and receptive to the idea of using product sounds to stimulate brand relationships and identification in the sixth building block. However, Volvo does not fully manage to take advantage of the potential in the sixth block. The managerial implications of this study are that it highlights that product sounds can fill extensive brand equity building functions and that it may be beneficial for firms with public consumer products to review their product sounds in regards to the multiple effects they can have on consumers. The study also sheds light on the concept that product sounds may affect all brand equity building blocks simultaneously