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The contribution of a brand spokesperson’s voice to consumer-based brand equity

The contribution of a brand spokesperson’s voice to consumer-based brand equity PurposeThis paper aims to explore the characteristics of a brand spokesperson’s voice that are the most valuable for consumer-based brand equity (CBBE) and evaluates various explanations in previous research regarding the influences of a speaker’s voice.Design/methodology/approachBrand identities can transfer their associations and affect as well as influence brand recall, thus contributing to CBBE. In addition, the pitch and gender of a speaker’s voice are considered as key characteristics of voice perception. This experimental study exposed 521 respondents to 12 different voices and measured the effects of a spokesperson’s voice pitch and gender on associations, attitude toward the voice and brand recall.FindingsThis study presents a model that explains the influence of a brand spokesperson’s voice on CBBE. The findings show that low-pitched voices induced distinctive, positive associations and led to a more positive attitude toward the voice and greater brand recall, regardless of the gender of the spokesperson and that of the respondent. Moreover, voice associations partially mediated the effects on attitude toward the voice and completely mediated the effects on brand recall.Originality/valueWhile numerous brands have resorted to specific voices to represent themselves, brand spokesperson’s voice and its associations have not been studied. This study highlights the importance of a spokesperson’s voice pitch and its associations in building CBBE and nuances the roles of spokespersons’ and respondents’ gender. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Product & Brand Management Emerald Publishing

The contribution of a brand spokesperson’s voice to consumer-based brand equity

Zoghaib, Alice
Journal of Product & Brand Management , Volume 26 (5): 11 – Aug 21, 2017
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References (55)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1061-0421
DOI
10.1108/JPBM-06-2016-1230
Publisher site
See Article on Publisher Site

Abstract

PurposeThis paper aims to explore the characteristics of a brand spokesperson’s voice that are the most valuable for consumer-based brand equity (CBBE) and evaluates various explanations in previous research regarding the influences of a speaker’s voice.Design/methodology/approachBrand identities can transfer their associations and affect as well as influence brand recall, thus contributing to CBBE. In addition, the pitch and gender of a speaker’s voice are considered as key characteristics of voice perception. This experimental study exposed 521 respondents to 12 different voices and measured the effects of a spokesperson’s voice pitch and gender on associations, attitude toward the voice and brand recall.FindingsThis study presents a model that explains the influence of a brand spokesperson’s voice on CBBE. The findings show that low-pitched voices induced distinctive, positive associations and led to a more positive attitude toward the voice and greater brand recall, regardless of the gender of the spokesperson and that of the respondent. Moreover, voice associations partially mediated the effects on attitude toward the voice and completely mediated the effects on brand recall.Originality/valueWhile numerous brands have resorted to specific voices to represent themselves, brand spokesperson’s voice and its associations have not been studied. This study highlights the importance of a spokesperson’s voice pitch and its associations in building CBBE and nuances the roles of spokespersons’ and respondents’ gender.

Journal

Journal of Product & Brand Management – Emerald Publishing

Published: Aug 21, 2017

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