The Semantic Expression Space of UX Sounds on the Brand Identity Level of Product Communication

This study explores how user experience (UX) sounds in electronic consumer products and services can coherently communicate brand identity. Building on Schulz von Thun’s communication model, we investigate how UX sounds convey brand-related messages at the level of self-revelation. A focus group of experts developed the Brand Sound Expert Terminology for UX Sounds (BSET-UX), comprising 64 terms across 17 expression categories. In a subsequent listening survey with 262 UK participants, we tested coherent understanding of these terms when used for describing 120 UX sounds from real electronic products. Exploratory and confirmatory factor analyses revealed a robust seven-dimensional structure of perceived brand meanings—Sophistication, Positivity, Progressiveness, Dominance, Solidity, Purity, and Playfulness. The resulting BMUX (Brand-Related Meanings of UX Sounds) model provides a standardized measurement instrument for practitioners to evaluate whether UX sounds effectively communicate brand identity.