APPLYING RECOGNITION OF EMOTIONS IN SPEECH TO EXTEND THE IMPACT OF BRAND SLOGAN RESEARCH

Charles S Chien (), Wan-Chen Wang, Luiz Moutinho, Yun-Maw Cheng, Tsang-Long Pao, Yu-Te Chen and Jun-Heng Yeh
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Charles S Chien: School of Management and Development, Feng Chia University, Taiwan
Wan-Chen Wang: School of Management and Development, Feng Chia University, Taiwan
Luiz Moutinho: School of Business and Management, University of Glasgow, UK
Yun-Maw Cheng: Department of Computer Science and Engineering, Tatung University, Taiwan
Tsang-Long Pao: Department of Computer Science and Engineering, Tatung University, Taiwan
Yu-Te Chen: Department of Computer Science and Engineering, Tatung University, Taiwan
Jun-Heng Yeh: Department of Computer Science and Engineering, Tatung University, Taiwan

Portuguese Journal of Management Studies, 2007, vol. XII, issue 2, 115-132

Abstract: How brand slogans can influence and change the consumers’ perception of image of products has been a topic of great interest to marketers. However, it is a non-trivial task to evaluate how brand slogans affect their customers’ emotions and how the emotions influence the customers’ perceptions of brand images. In this paper we demonstrate the Slogan Validator to evaluate brand slogans by analyzing the speech signals from customers’ voiced slogans. It is arguably the first speech signal based analysis of brand slogans. Our intention was to evaluate whether the signal-based emotion recognition technique can complement the traditional research methodologies, such as survey research method dealing with selfreported measurements, phenomenological research based on physiological measures, and semi-structured interviews, in order to increase the overall effectiveness of advertising copy strategy. The preliminary results of the experiment show that the Slogan Validator yields high consistency with the participants’ actual perceptions of the brand slogans chosen for this research.

Keywords: brand slogan; recognition of emotions; speech recognition; machine learning. (search for similar items in EconPapers)
Date: 2007
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Citations: View citations in EconPapers (1)

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