Logos sonoros: un diseño experimental sobre los rasgos sonoros y la personalidad de marca
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La estrategia de marca sonora se refiere al uso estratégico del sonido para comunicar la identidad y valores de una marca en sus diferentes puntos de contacto con los públicos. El objetivo de este estudio es determinar qué rasgos de personalidad de marca y qué emociones autopercibidas (calma o excitación, y grado de agrado) son asociadas con los rasgos del logo sonoro. Se lleva a cabo un diseño experimental entre sujetos 3 x 3 x 2 —intensidad (en aumento, en disminución y constante), tono (ascendente, descendente y constante) y ritmo (rápido, lento)—. Las variaciones de estos rasgos dan como resultado 18 versiones del mismo logo sonoro. Este tiene una duración de 3 segundos y va acompañado de una marca desconocida y un mensaje de voz de 9 segundos. Los resultados indican que los logos sonoros más lentos y con una intensidad en aumento generan una sensación más agradable y de simplicidad que los logos rápidos y con intensidad en disminución. Por su parte, los logos sonoros con tono descendente son percibidos como más ordinarios. Así mismo, la combinación de intensidad en aumento y tono ascendente se percibe como menos emocionante y agresiva que la combinación de intensidad en disminución y tono descendente. El estudio de la percepción y procesamiento del sonido de marca puede contribuir a desarrollar las teorías sobre estrategias de marca y tener importantes aplicaciones en la producción de planes de comunicación estratégica.
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Lluís Mas, Universitat Pompeu Fabra
Lluís Mas, Ph.D. in Audiovisual Communication and Advertising with honors (UAB, Spain), is a professor in the Communication Department of UPF (Barcelona, Spain). His main research interests are branding, digital media, political communication, advertising, models of communication and physicophysiological measures. He recently gained a scholarship to be a visiting scholar in Texas Tech University (June to November 2017), where he has developed a project on Sound Branding. Lluís Mas is the coordinator of the “Communication, Advertising and Society” research group (CAS, UPF, www.upf.cas.edu).
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