Professional paper

Sonic Branding and Consumer Decisions: A Discussion of Empirical Findings

Daniel Tomić ; Juraj Dobrila University of Pula, Pula, Croatia
Marco Antonio Barišić ; Juraj Dobrila University of Pula, Pula, Croatia
Boris Marjanović ; Istrian University of Applied Sciences

Abstract

Sonic branding is used in marketing to enhance brand recognition, particularly in today’s highly
competitive markets. This paper explores the subject of sonic branding by reflecting on conducted
research in light of existing theoretical knowledge. Sound plays a significant role in influencing emotions
and shaping brand perception, as well as potentially affecting purchasing decisions. The audio elements
of well-known brands are memorable and recognizable, representing a key strength for any brand.
However, sound cannot be viewed as an isolated influence on purchasing, as consumers are not
exposed to only a single sense (sight, hearing, touch, taste, and smell) when forming a perception of a
brand. The final purchasing decision is shaped by a multisensory experience—a fact further supported
by the famous blind taste test study involving cola drinks. While sound certainly influences purchasing
decisions—as confirmed by numerous studies—success is best achieved through the synergy of sensory
influences, creating a brand perception that surpasses that of competitors.

Keywords

sensory marketing, sonic branding, brand, sound, music, purchasing behavior

Hrčak ID:

352248

URI

https://hrcak.srce.hr/352248

Publication date:

15.10.2026.

Article data in other languages: croatian

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