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The purpose of this study is to investigate the effect of manipulations of Nescafe’s sonic logo musical elements on brand attitude. The research method is a 2 (tempo: fast and slow) × 2 (phrasing: legato and staccato) within-subjects experimental factorial design. Results show that different levels of tempo do not affect brand attitude. The staccato and legato sonic logo respectively cause positive and negative attitudes toward the brand. Also, the interactive mode of tempo and phrasing has affected the attitude toward the brand. Attitude in staccato phrasing at both different levels of tempo is positive in comparison with legato phrasing.

The Effect of Sonic Logo’s Musical Elements on Attitude Toward the Brand