Healthcare brands sound off: evaluating the influence of sonic branding in shaping consumer perceptions

Abstract

Purpose Brand management has traditionally enlisted visual branding elements, including the brand’s graphic logo, to distinguish and communicate the personality of the brand. However, as healthcare organizations work to shape how consumers perceive their brand, organizations are also enhancing their brand identity with sound and music by creating a sonic brand. This research paper aims to examine how sonic brands influence consumer emotional reactions and trust in a healthcare provider. It also explores how sonic brands can differentially affect consumers, depending on their level of engagement in their physical and mental health. Design/methodology/approach Two experimental studies were conducted that tested the use of a sonic logo for healthcare providers in consumption contexts that might elicit negative emotions, cancer care and mental health care. Findings The results suggest that the presence of a sonic logo helped to alleviate negative emotions as well as engender trust in the provider. Findings also revealed that for consumers who are less engaged in their health, a sonic logo served as a peripheral cue by enhancing perceptions of competence and empathy for the healthcare provider. Originality/value Findings from this research provide insight into how sonic brands can increase the effectiveness of branded healthcare communications.