Non-Musical Auditory Stimuli in Sensory Branding: The Impact of ASMR on Brand Coolness and Emotional Engagement

Abstract

This dissertation examines the potential of Autonomous Sensory Meridian Response ASMR as a tool in the field of branding. Specifically, how it contributes to brand coolness, brand love, and brand experience. ASMR, has gained attention in the digital culture for its enjoyable tingling sensations triggered by certain auditory or visual stimuli. ASMR's psychological and physiological effects have already been investigated by the scientific community, however its role in branding is still under-examined. This research adds to the efforts of filling in this gap by studying how ASMR can enhance brand image, specifically in terms of brand coolness and emotional bonds. The primary research question guiding the study is: Does exposure to ASMR content influence consumers’ perceptions of brand coolness, if so how? At a grand level theory, the researcher adopts a Pragmatic worldview since the research applies a mixed-methods approach to analyze the influence of ASMR on brand coolness and love. Whereas at the mid-level the research builds on theory of ASMR, brand experience and brand coolness. At the micro-level, the study delves into the potential of ASMR in non-musical sound branding, drawing on the theory of brand love and its implications on emotions and attachment. Key findings show that ASMR plays an important role to bridge the gap between niche cool and mass cool brands, giving brands the ability to embrace their authenticity while expanding their popularity and aesthetic appeal. ASMR has the potential to help brands enforce their cool brand image by enhancing the sensory and emotional experiences that foster brand love. The research concludes that ASMR, as a unique sensory and auditory branding tool, provides brands with an opportunity to create deeper emotional connections with consumers, ultimately enhancing emotional bonds and brand value. This study contributes to the fields of sensory branding and emotional marketing by providing practical insights into how brands can utilize ASMR to create a cool brand image and strengthen consumer-brand connections. The findings also open opportunities for future research on ASMR’s long-term effects on brand loyalty and the role of individual differences in ASMR responsiveness across different industries and demographics.