Proceedings of the 5th International Conference on E-Commerce and Internet Technology, ECIT 2024, March 15–17, 2024, Changsha, China

Research Article

Influencing brand attitude with brand voice: The role of timbre brightness

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  • @INPROCEEDINGS{10.4108/eai.15-3-2024.2346195,
        author={Hui  Yan and Haoxiang  Sun},
        title={Influencing brand attitude with brand voice: The role of timbre brightness},
        proceedings={Proceedings of the 5th International Conference on E-Commerce and Internet Technology, ECIT 2024, March 15--17, 2024, Changsha, China},
        publisher={EAI},
        proceedings_a={ECIT},
        year={2024},
        month={5},
        keywords={brand voice identity; warmth perception; competence perception},
        doi={10.4108/eai.15-3-2024.2346195}
    }
    
  • Hui Yan
    Haoxiang Sun
    Year: 2024
    Influencing brand attitude with brand voice: The role of timbre brightness
    ECIT
    EAI
    DOI: 10.4108/eai.15-3-2024.2346195
Hui Yan1,*, Haoxiang Sun1
  • 1: Shanghai university
*Contact email: dolphinsurfing@163.com

Abstract

Brand voice identity serves as a crucial means for consumers to recognize corporate brands, and brightness is an essential dimension of timbre. This study investigates the mechanisms and boundary conditions of the impact of bright and dark timbre types of brand voice identities on consumer brand attitudes through two experiments. The findings reveal that warmth perception and competence perception play a mediating role between the timbre type of brand voice identity and consumer brand attitudes. Compared to dark timbre brand voice identities, bright timbre brand voice identities enhance consumers' warmth perception of the brand, while dark timbre brand voice identities, in contrast to bright timbre identities, enhance consumers' competence perception of the brand