Brand sensuality and brand experience: How much does religion matter?
Brand sensuality and brand experience: How much does religion matter?
This paper contributes to the growing research on consumer religiosity and brand relationships by conceptualizing the relationship between brand sensuality, religiosity, brand experience and its consequences such as brand preference and repurchase intention. This study aims to focus brand sensuality with its dimensions: auditory, visionary, touch, smell, taste, brand experience and religiosity. In this regards, religiosity is proposed as a mediator between brand sensuality and brand experience, as religiosity is triggered by five senses and religion is structured on the systematic approach even it is not necessary in the belief in a God, religion also gives individuals the sense of fulfillment and feeling of understood (Oullier 2014). Therefore, this study delineates that the positive brand sensuality can articulate the consumers’ religiosity, which directs consumers to have favourable brand experience along with having brand preference and repurchase intention.
198-200
Middlesex University London
Akarsu, Tugra
55dfe523-451c-47d2-a912-4beca0c1dced
Melewar, T.C.
7049ccac-18ba-44f4-aaa7-96ff817805ad
Morouti, Olga
64db8f4c-2b2f-408e-8bf3-45f1dcaca043
Foroudi, Pantea
c237afb7-4c2a-4b96-87c4-4263f2c49ce8
2016
Akarsu, Tugra
55dfe523-451c-47d2-a912-4beca0c1dced
Melewar, T.C.
7049ccac-18ba-44f4-aaa7-96ff817805ad
Morouti, Olga
64db8f4c-2b2f-408e-8bf3-45f1dcaca043
Foroudi, Pantea
c237afb7-4c2a-4b96-87c4-4263f2c49ce8
Akarsu, Tugra, Melewar, T.C., Morouti, Olga and Foroudi, Pantea
(2016)
Brand sensuality and brand experience: How much does religion matter?
In 21st International Conference on Corporate and Marketing Communications : Integrated Communications and Branding, Past, Present, Future.
Middlesex University London.
.
Record type:
Conference or Workshop Item
(Paper)
Abstract
This paper contributes to the growing research on consumer religiosity and brand relationships by conceptualizing the relationship between brand sensuality, religiosity, brand experience and its consequences such as brand preference and repurchase intention. This study aims to focus brand sensuality with its dimensions: auditory, visionary, touch, smell, taste, brand experience and religiosity. In this regards, religiosity is proposed as a mediator between brand sensuality and brand experience, as religiosity is triggered by five senses and religion is structured on the systematic approach even it is not necessary in the belief in a God, religion also gives individuals the sense of fulfillment and feeling of understood (Oullier 2014). Therefore, this study delineates that the positive brand sensuality can articulate the consumers’ religiosity, which directs consumers to have favourable brand experience along with having brand preference and repurchase intention.
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Published date: 2016
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Local EPrints ID: 434726
URI: http://eprints.soton.ac.uk/id/eprint/434726
PURE UUID: f5e3b4ef-d448-4563-859e-77ca3d310b4e
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Date deposited: 07 Oct 2019 16:30
Last modified: 16 Mar 2024 04:42
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Contributors
Author:
Tugra Akarsu
Author:
T.C. Melewar
Author:
Olga Morouti
Author:
Pantea Foroudi
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