چكيده لاتين
Abstract
In today’s competitive and complex market landscape, brands must gain a deeper understanding of consumer perceptions to maintain their position and increase profitability. This study aims to examine the impact of brand identity dimensions—visual, auditory, and written—on brand market performance, with the mediating role of brand stereotypes (warmth and competence). The research focuses on SMEG home appliances and surveys consumers and brand-aware individuals in Isfahan, Iran.
Data were collected using a non-probability convenience sampling method, with 175 participants selected as the sample. A five-point Likert scale questionnaire was used, with face validity and reliability confirmed via Cronbach’s alpha. Data analysis was conducted using SmartPLS 4 and structural equation modeling (SEM).
Findings revealed that all three dimensions of brand identity significantly influence brand stereotypes, with auditory identity playing the most prominent role in shaping perceptions of warmth and competence. Interestingly, SMEG has shown weak performance in designing a professional auditory brand identity—such as brand music, signature sounds, or audio advertising. Therefore, the strong impact of auditory identity observed in this study can be attributed to word-of-mouth marketing, particularly through positive comments in retail environments, interpersonal conversations, and social media interactions. This suggests that even in the absence of deliberate auditory branding, social engagement can effectively shape auditory brand perceptions.
Brand stereotypes also demonstrated a strong and significant effect on brand market performance. Model fit indices indicated high predictive power and strong validity of the research model.
Based on the results, it is recommended that Iranian brands, in addition to incorporating cultural and traditional elements into visual identity—such as native colors, patterns, and textures—pay special attention to social and communicative channels that enhance auditory identity. Given the influential role of word-of-mouth in shaping SMEG’s auditory perception, using traditional Iranian music and sounds across brand touchpoints, and fostering platforms for sharing auditory experiences on social media, can amplify this dimension’s effectiveness. In written identity, leveraging Persian typography inspired by cultural heritage and visual language structures can strengthen perceptions of warmth and competence. These approaches, centered on human interaction and experiential design, can enhance brand market performance and elevate the competitive position of domestic brands in both national and international markets.
Keywords: Visual Brand Identity, Auditory brand identity, Written brand identity, Brand stereotype, Brand market performance
