Strategic Management Thought

The Effect of Sonic Logo on brand recognition based on pattern of electrical activity cortex

Document Type : Research Paper

Authors

1 Department of Business Management, faculty of economics and administrative sciences, University of Mazandaran, Babolsar, Iran;

2 Department of Business Management, Faculty of Economics and Administrative Sciences, University of Mazandaran, Babolsar, Iran

3 Department of Motor Behavior, Faculty of Sports Science, University of Mazandaran, Babolsar, Iran

4 , Department of Business Management, Business Administration Department, Faculty of Economics & Administrative Science, University of Mazandaran, Babolsar, Iran.

Abstract

The research aims to investigate the impact of phonetic logos on brand recognition by analyzing brain ERP components. This study is practical in its purpose and uses a semi-experimental approach. The statistical population for this research included all students between 20 to 30 years old at Mazandaran University, from whom 20 volunteers (10 men and 10 women) were selected. In this research, the participants' brain electrical activity was recorded while they answered a recognition questionnaire. After collecting the data, statistical operations were performed using ERPLAB, MATLAB, and SPSS software, and repeated measures ANOVA. The study found that the response time of the F4 and F3 brain channels is significantly different when participants view familiar logos compared to unfamiliar logos. This suggests that these brain channels can be used to measure brand recognition. However, the study did not find a significant difference between familiar logos presented with Sonic and familiar logos presented without Sonic. This suggests that visual information takes precedence over auditory information, and presenting sound alongside an image may lead to increased mental processing and cognitive interference.

Keywords

Main Subjects

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Strategic Management Thought
Volume 17, Issue 4 - Serial Number 38
January 2023
Pages 47-70
  • Receive Date: 16 May 2024
  • Revise Date: 03 July 2024
  • Accept Date: 07 July 2024