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Re-awakening the senses: the importance of religiosity in experiential marketing

Re-awakening the senses: the importance of religiosity in experiential marketing
Re-awakening the senses: the importance of religiosity in experiential marketing
This research is primarily concerned with capturing one of the society’s dynamic
entities and which shapes brand sensuality and brand experience through market interactions— namely, sensory cues: i.e. vision, sound, smell, touch, and taste. In doing so, the research aims to provide an enhanced understanding for interpreting how consumer experiences are influenced by the religious norms of consumers which are associated with sensorial cues and, in turn, how that affects their consumption decisions.
15-21
Academy of Marketing
Akarsu, Tugra
55dfe523-451c-47d2-a912-4beca0c1dced
Melewar, T.C
6ae3581f-e9db-4405-8d94-2e0225d096f2
Morouti, Olga
64db8f4c-2b2f-408e-8bf3-45f1dcaca043
Foroudi, Pantea
c237afb7-4c2a-4b96-87c4-4263f2c49ce8
Akarsu, Tugra
55dfe523-451c-47d2-a912-4beca0c1dced
Melewar, T.C
6ae3581f-e9db-4405-8d94-2e0225d096f2
Morouti, Olga
64db8f4c-2b2f-408e-8bf3-45f1dcaca043
Foroudi, Pantea
c237afb7-4c2a-4b96-87c4-4263f2c49ce8

Akarsu, Tugra, Melewar, T.C, Morouti, Olga and Foroudi, Pantea (2017) Re-awakening the senses: the importance of religiosity in experiential marketing. In Conference Proceedings of the 12th Global Brand Conference of the Academy of Marketing. Academy of Marketing. pp. 15-21 .

Record type: Conference or Workshop Item (Paper)

Abstract

This research is primarily concerned with capturing one of the society’s dynamic
entities and which shapes brand sensuality and brand experience through market interactions— namely, sensory cues: i.e. vision, sound, smell, touch, and taste. In doing so, the research aims to provide an enhanced understanding for interpreting how consumer experiences are influenced by the religious norms of consumers which are associated with sensorial cues and, in turn, how that affects their consumption decisions.

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Published date: 2017

Identifiers

Local EPrints ID: 434353
URI: http://eprints.soton.ac.uk/id/eprint/434353
PURE UUID: 383f5e74-eca1-47bd-a9b4-2c70692853b5
ORCID for Tugra Akarsu: ORCID iD orcid.org/0000-0003-0491-3707

Catalogue record

Date deposited: 20 Sep 2019 16:30
Last modified: 16 May 2020 01:02

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Contributors

Author: Tugra Akarsu ORCID iD
Author: T.C Melewar
Author: Olga Morouti
Author: Pantea Foroudi

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