The Effects of Sonic Logo and Visual Logo Repetition Towards Brand Recall, Recognition, Attitude, and Purchase Intention
Most Indonesian e-commerce brands use sensory marketing, such as repetition of sonic logos and visual logos, in their advertisements. This research investigates the impact of repeated exposure to sonic logo and visual logos in advertisements on brand recall, brand recognition, attitudes toward the...
Saved in:
| Main Authors: | , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University
2024-11-01
|
| Series: | Journal of Consumer Sciences |
| Subjects: | |
| Online Access: | https://journal.ipb.ac.id/index.php/jcs/article/view/57484 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1850106424665833472 |
|---|---|
| author | Louise Valencia Pramana Naomi Valerisha Astridira Putri Fathony Rahman Prita Prasetya |
| author_facet | Louise Valencia Pramana Naomi Valerisha Astridira Putri Fathony Rahman Prita Prasetya |
| author_sort | Louise Valencia Pramana |
| collection | DOAJ |
| description |
Most Indonesian e-commerce brands use sensory marketing, such as repetition of sonic logos and visual logos, in their advertisements. This research investigates the impact of repeated exposure to sonic logo and visual logos in advertisements on brand recall, brand recognition, attitudes toward the brand, and purchase intention. This study employed an experimental design with three repetition levels: one, three, and seven repetitions. The sample comprises individuals from the target market of Indonesian e-commerce platforms, selected through probability random sampling. The total sample is 300, with 100 participants in each group. The hypotheses were tested using one-way analysis of variance (ANOVA) to determine the significance of differences between groups. The results indicate that the repetition of sonic logo and visual logos in advertisements significantly enhances brand recall and recognition, positively influences attitudes toward the brand, and increases purchase intention. Industry players are advised to use sonic logos and visual logo repetition considering its significant effect on a brand. The recommended number of repetitions is three times to assess the effect of changes in the brand. Although additional repetitions beyond three may further enhance these effects, the incremental benefit diminishes.
|
| format | Article |
| id | doaj-art-b6edf2c80bd24197a1ce8128bf6f85ee |
| institution | OA Journals |
| issn | 2460-8963 |
| language | English |
| publishDate | 2024-11-01 |
| publisher | Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University |
| record_format | Article |
| series | Journal of Consumer Sciences |
| spelling | doaj-art-b6edf2c80bd24197a1ce8128bf6f85ee2025-08-20T02:38:50ZengDepartment of Family and Consumer Sciences, Faculty of Human Ecology, IPB UniversityJournal of Consumer Sciences2460-89632024-11-019310.29244/jcs.9.3.338-361The Effects of Sonic Logo and Visual Logo Repetition Towards Brand Recall, Recognition, Attitude, and Purchase IntentionLouise Valencia Pramana0Naomi Valerisha Astridira Putri1Fathony Rahman2Prita Prasetya3School of Business and Economics, Prasetiya Mulya University, Jakarta, IndonesiaSchool of Business and Economics, Prasetiya Mulya University, Jakarta, IndonesiaSchool of Business and Economics, Prasetiya Mulya University, Jakarta, IndonesiaSchool of Business and Economics, Prasetiya Mulya University, Jakarta, Indonesia Most Indonesian e-commerce brands use sensory marketing, such as repetition of sonic logos and visual logos, in their advertisements. This research investigates the impact of repeated exposure to sonic logo and visual logos in advertisements on brand recall, brand recognition, attitudes toward the brand, and purchase intention. This study employed an experimental design with three repetition levels: one, three, and seven repetitions. The sample comprises individuals from the target market of Indonesian e-commerce platforms, selected through probability random sampling. The total sample is 300, with 100 participants in each group. The hypotheses were tested using one-way analysis of variance (ANOVA) to determine the significance of differences between groups. The results indicate that the repetition of sonic logo and visual logos in advertisements significantly enhances brand recall and recognition, positively influences attitudes toward the brand, and increases purchase intention. Industry players are advised to use sonic logos and visual logo repetition considering its significant effect on a brand. The recommended number of repetitions is three times to assess the effect of changes in the brand. Although additional repetitions beyond three may further enhance these effects, the incremental benefit diminishes. https://journal.ipb.ac.id/index.php/jcs/article/view/57484attitude towards the brandbrand recallbrand recognitionpurchase intentionrepetitionsensory marketing |
| spellingShingle | Louise Valencia Pramana Naomi Valerisha Astridira Putri Fathony Rahman Prita Prasetya The Effects of Sonic Logo and Visual Logo Repetition Towards Brand Recall, Recognition, Attitude, and Purchase Intention Journal of Consumer Sciences attitude towards the brand brand recall brand recognition purchase intention repetition sensory marketing |
| title | The Effects of Sonic Logo and Visual Logo Repetition Towards Brand Recall, Recognition, Attitude, and Purchase Intention |
| title_full | The Effects of Sonic Logo and Visual Logo Repetition Towards Brand Recall, Recognition, Attitude, and Purchase Intention |
| title_fullStr | The Effects of Sonic Logo and Visual Logo Repetition Towards Brand Recall, Recognition, Attitude, and Purchase Intention |
| title_full_unstemmed | The Effects of Sonic Logo and Visual Logo Repetition Towards Brand Recall, Recognition, Attitude, and Purchase Intention |
| title_short | The Effects of Sonic Logo and Visual Logo Repetition Towards Brand Recall, Recognition, Attitude, and Purchase Intention |
| title_sort | effects of sonic logo and visual logo repetition towards brand recall recognition attitude and purchase intention |
| topic | attitude towards the brand brand recall brand recognition purchase intention repetition sensory marketing |
| url | https://journal.ipb.ac.id/index.php/jcs/article/view/57484 |
| work_keys_str_mv | AT louisevalenciapramana theeffectsofsoniclogoandvisuallogorepetitiontowardsbrandrecallrecognitionattitudeandpurchaseintention AT naomivalerishaastridiraputri theeffectsofsoniclogoandvisuallogorepetitiontowardsbrandrecallrecognitionattitudeandpurchaseintention AT fathonyrahman theeffectsofsoniclogoandvisuallogorepetitiontowardsbrandrecallrecognitionattitudeandpurchaseintention AT pritaprasetya theeffectsofsoniclogoandvisuallogorepetitiontowardsbrandrecallrecognitionattitudeandpurchaseintention AT louisevalenciapramana effectsofsoniclogoandvisuallogorepetitiontowardsbrandrecallrecognitionattitudeandpurchaseintention AT naomivalerishaastridiraputri effectsofsoniclogoandvisuallogorepetitiontowardsbrandrecallrecognitionattitudeandpurchaseintention AT fathonyrahman effectsofsoniclogoandvisuallogorepetitiontowardsbrandrecallrecognitionattitudeandpurchaseintention AT pritaprasetya effectsofsoniclogoandvisuallogorepetitiontowardsbrandrecallrecognitionattitudeandpurchaseintention |