The end of silence? Qualitative findings on corporate auditory identity from the UK. Issue 4 (3rd July 2016)

• Record Type: Journal Article
• Authors: Bartholmé, Roland H.; Melewar, T.C.
• Is Part Of: Journal of marketing communications. Volume 22:Issue 4(2016)
• Page Start: 419
• Page End: 436
• Publication Date: 2016-07-03
• Subjects: corporate auditory identity -- corporate identity -- corporate sensory identity -- corporate visual identity -- corporate branding; Communication in marketing -- Periodicals; 658.8
• DOI: 10.1080/13527266.2014.965265
• Languages: English
• ISSNs: 1352-7266

Abstract

Abstract : Sensory dimensions of corporate identity such as auditory identity are nearly absent in academic literature so far. This paper addresses this shortage by presenting qualitative findings from interviews with brand consultants and managers on the nascent topic of auditory identity. Findings include, inter alia, strong support for the construct definition of auditory identity as proposed in this paper. Moreover, factors driving corporate auditory identity management at an organisation are examined. Furthermore, based on the conceptual similarity between visual and auditory identity consequences as perceived by managers are discussed. Moreover, findings addressing type of company, type of business and industry sector are presented. Finally, findings advocating corporate auditory identity as a valid ingredient of corporate identity management are presented and academic and managerial implications are given.