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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
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
Routledge
Akarsu, Tugra
55dfe523-451c-47d2-a912-4beca0c1dced
Melewar, T.C
6ae3581f-e9db-4405-8d94-2e0225d096f2
Foroudi, Pantea
c237afb7-4c2a-4b96-87c4-4263f2c49ce8
Foroudi, Pantea
Palazzo, Maria
Akarsu, Tugra
55dfe523-451c-47d2-a912-4beca0c1dced
Melewar, T.C
6ae3581f-e9db-4405-8d94-2e0225d096f2
Foroudi, Pantea
c237afb7-4c2a-4b96-87c4-4263f2c49ce8
Foroudi, Pantea
Palazzo, Maria

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
ORCID for Tugra Akarsu: ORCID iD orcid.org/0000-0003-0491-3707

Catalogue record

Date deposited: 20 Sep 2019 16:30
Last modified: 10 Nov 2021 03:59

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Contributors

Author: Tugra Akarsu ORCID iD
Author: T.C Melewar
Author: Pantea Foroudi
Editor: Pantea Foroudi
Editor: Maria Palazzo

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