Sensory Branding: What it is, why it matters, and how to use it
Sensory Branding: What it is, why it matters, and how to use it
This chapter aims to elaborate the sensory branding in theory and practice. Since the concepts of “sense” and “experience” are interrelated and are found in different disciplines, the emerging concepts of sense in the field of marketing is discussed. A multidisciplinary approach is utilised by reviewing relevant literature from the fields of marketing, design, sociology, psychology, architecture and management. Furthermore, the paradigm shifts from transition marketing to sensorial marketing are highlighted. In particular, the concept of sensory branding and its practices are discussed.
sensory marketing, transactional marketing, relationship marketing, sensory branding, brand experience
Akarsu, Tugra
55dfe523-451c-47d2-a912-4beca0c1dced
Melewar, T.C
6ae3581f-e9db-4405-8d94-2e0225d096f2
Foroudi, Pantea
c237afb7-4c2a-4b96-87c4-4263f2c49ce8
2019
Akarsu, Tugra
55dfe523-451c-47d2-a912-4beca0c1dced
Melewar, T.C
6ae3581f-e9db-4405-8d94-2e0225d096f2
Foroudi, Pantea
c237afb7-4c2a-4b96-87c4-4263f2c49ce8
Akarsu, Tugra, Melewar, T.C and Foroudi, Pantea
(2019)
Sensory Branding: What it is, why it matters, and how to use it.
In,
Foroudi, Pantea and Palazzo, Maria
(eds.)
Contemporary Issues in Branding.
1 ed.
London.
Routledge.
(doi:10.4324/9780429429156).
Record type:
Book Section
Abstract
This chapter aims to elaborate the sensory branding in theory and practice. Since the concepts of “sense” and “experience” are interrelated and are found in different disciplines, the emerging concepts of sense in the field of marketing is discussed. A multidisciplinary approach is utilised by reviewing relevant literature from the fields of marketing, design, sociology, psychology, architecture and management. Furthermore, the paradigm shifts from transition marketing to sensorial marketing are highlighted. In particular, the concept of sensory branding and its practices are discussed.
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More information
e-pub ahead of print date: 18 December 2019
Published date: 2019
Keywords:
sensory marketing, transactional marketing, relationship marketing, sensory branding, brand experience
Identifiers
Local EPrints ID: 434354
URI: http://eprints.soton.ac.uk/id/eprint/434354
PURE UUID: 8c0c7b7b-9613-4312-8082-d67e56fe8f82
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Date deposited: 20 Sep 2019 16:30
Last modified: 16 Mar 2024 04:42
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Contributors
Author:
Tugra Akarsu
Author:
T.C Melewar
Author:
Pantea Foroudi
Editor:
Pantea Foroudi
Editor:
Maria Palazzo
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