The experiment of sound logos' influence on brand image

The questionnaire, which will make me able to analyze how six sound logos influence the brand image if the company they belong to, will be ready for the last pre-test next week. It has taken much longer than anticipated (what a surprise!) and I will not be able to collect data before start August, which gives me only 1 month to both analyze and write the thesis (harder, faster, stronger!).


The questionnaire deals with brand management questions such as likeability, (emotional) affect, recognition, meaningfulness, brand knowledge, and fit between sound and brand image. It will be possible for me to e.g. see the differences between the perceived sound and the perceived brand image with and without sound. This way I can analyze how sound influences the brand image.. and if there are no differences in the respondents data between perceived brand image with and without sound, then sound had no effect on the tested brand image.

The flow of the questionnaire is like this:

(Emotional) affect -> Likeability -> Meaningfulness -> Recognition -> Brand knowledge -> Perceived fit -> Qualified fit.

I am not going to analyze on all variables (geez, it’s not a Ph.D Im writing!!). I going to analyze only on Meaningfulness, brand knowledge and Qualified fit. The questions from meaningfulness and qualified fit I will compare with brand knowledge as a modifier.

Why do I have the rest of the questions? Because this experiment is the fundamental part of the CKO supported research project Exploring Sound Logos by Copenhagen Business School and Delta SenseLab.

The data collection is gonna be more complicated and time demanding than first expected because I am forced to split the questionnaire into two parts. It is too extensive for one respondent to finish – Im gonna bore my poor respondents to death otherwise. The good news is that it may be possible to send out the questionnaire via a browser without a “supervisor” to control the settings during the test. That will in theory speed up the process a great deal, however, it will still be super hard to get enough respondents to finish the questionnaire :-S